DRIVERS SCOUR FOR BEST GAS DEALS

THE TENNESSEAN
Aug 14, 2008

Average prices at the pump have dropped by nearly 37 cents a gallon in the Nashville area in four weeks, but what motorists pay for a gallon of unleaded still varies by 25 cents or more, depending on the gas station. Consumers might think that buying gas near $3.40 a gallon today is a bargain because they compare that to a memorable $4-a-gallon record price, said JENNIFER ESCALAS, associate professor at the Owen Graduate School of Management at Vanderbilt University."You know, $4 is an even number, easy to remember. It's never been that high before," Escalas said.“Those things might make the $4 reference price sticky or memorable."