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Eleven out of sixteen experts believed psychological tests to be valuable in motivation research, but only seven believed that motivation research techniques are standardized enough for others to replicate them. 2. The Edwards Personal Preference Scale, given in an abbreviated form to 140 respondents, could not distinguish Ford from Chevrolet owners, based on a sample which bought their cars in 1955-58. 3. Eighteen psychologists could not accurately distinguish the Ford from the Chevrolet owners in a sample of ten car-owners, even though they knew the Edwards profile of each respondent. 4. Objective factors such as age, education, and income did not distinguish Ford from Chevrolet owners in the suburban community of Park Forest, Illinois. 5. The images traditionally attributed to Ford and Chevrolet are not consistently held by buyers of these cars. 6. People tend to assign the needs they value most to the brand of car they have. 7. Loyal and non-loyal buyers of either brand do not exhibit substantial personality differences.
Charles Winick (Sun,) studied this question.