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When gasoline is most expensive, should you burn more or less of it driving to gas pumps? Showing that consumers aren’t reliably rational actors, a report by The Nielsen Co. (Adweek’s parent) says consumers averaged fewer trips to buy gas last year when prices were at their lowest (1.24 trips per week) than when prices were at their highest (1.3 trips). Naturally, the increased frequency of visits to the gas pump means people are reminded more often of the fact they hate the high prices.
The same report forecasts that, as gas prices keep rising, consumers’ outlays in this category will come to account for 19 percent of their weekly spending.
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