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Old 02-05-2006, 11:19 AM
Schnitte Schnitte is offline
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Join Date: Feb 2001
Location: Frankfurt, Germany
Posts: 3,471
Another factor that comes into play here is the fact that every station is doing it, and the first station to stop using .9 cent prices would suffer disadvantages: Drivers are so much accustomed to this phenomenon that many of them inadvertently add the near-cent when estimating the costs of the refill. So if a station sold its gas for $2.490 per gallon, most drivers would just see the first three large digits and think the price would be equal to the one at a competing station nearby, which continues to sell for $2.499. The first station wouldn't attract new customers with its price reduction, but lose 0.9 cents per gallon. So why be the first one to break this unwritten rule?
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