Why post the price of gasoline?

Tuesday, August 16th 2005, 10:11 am
By: News On 6

The price for a gallon of gasoline continues to rise. It's as high as it's ever been, with little indication it will go down anytime soon. The painful reminder of the price per gallon is on every corner.

Most signs read $2.49. So, if we can't change the price, why not remove the reminder. News on 6 reporter Rick Wells says those gas price signs are a constant reminder of the price.

$2.49 is a negative slap in the face as people drive by; why not take the signs down? I asked both retailers and customers that very question. Those big signs announcing the price per gallon are part of our culture.

Historically, they beckoned drivers looking for the lowest price. But prices have gone up and the once helpful hint of low prices has become a painful reminder of record high prices. It's like a bit of a slap in the face as we drive by, so why not take them down? Gasoline retailer Mike Batman: "I guess that would be a good idea if the competition would do that, but you know most people don't want to stop and not knowing how much they gonna pay." And Daniel Phillips who is filling up outside says he's right. "Well, I think people do wanna see what the price is before they get to the pump."

The state doesn't seem to require it, just that the price at the pump and the big sign agree. Those big numbers no matter how painful, are a part of our selling and buying psychology and don't seem to be going anywhere.

I talked to the folks at Quik Trip and they say it would be unfair to hide to price from the customers until they pulled up to the pump.