According to G. C. Rapaille, a psychological consultant to automakers, many consumers feel safer in SUVs simply because their ride height makes "their passengers higher and dominate and look down (sic). That you can look down on other people is psychologically a very powerful notion."
The concept of "cultural code" is considered in the book of Clotaire Rapaille ″The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do″.