When does symbolism matter most? Exploring electric vehicle adoption intent through surveys in two United States cities

Perceptions that Electric Vehicles (EVs) hold symbolic value— expressing the owners' identity, values, and status—are positively associated with willingness to purchase an EV. However, is this relationship between symbolic value and purchase intent fixed over time or does it change as the purchase decision draws nearer? In two cross-sectional survey studies, we assess whether and how purchase timing moderates the association between EV symbolic value and adoption intent. Study 1 (N = 565; Columbus, Ohio) finds symbolic value is more closely related to EV adoption intent when a purchase decision is near in time. Study 2 (N = 709; Los Angeles, California) replicates these findings and yields evidence of symbolic value as a mechanism. Specifically, the association between EV symbolic value and identity is stronger among individuals nearer to a purchase decision. This identity-enhanced symbolism, in turn, is positively associated with EV adoption intent. Though our samples were relatively small to detect moderation, this work provides initial evidence that the relationship between symbolic value and adoption intent is stronger when individuals are near (vs. distant) in time to a vehicle purchase decision. We employ two psychological theories, Identity-Based Motivation Theory and Construal Level Theory, to interpret our findings and suggest that an identity-based motivational pull toward products may be partly explained by enhanced symbolic value as one nears a product purchase.