Plain old marketing -- Give the consumer something flattering to identify with. Like the car commercial I saw last night: "It takes a special kind of person to appreciate the <insert car name>. We call them 'Type A People'..." And of course, you want to consider yourself a Type A person (whatever that really means), and before you know it your brain has formulated the near-unconscious idea that if you get the car, you'll be (or move closer to being) a Type A person.