Several recent articles have talked about Americans becoming more tolerant of higher gasoline prices. In the past, Americans indicated that $3 a gallon would change their behaviors (buying hybrids, driving less, etc.) but it now seems that the pain threshold has moved upwards. Some polls even show people being willing to go up to $5 per gallon without changing their behaviors.
My thought question on this issue is whether or not low interest rates and the convenience of paying for gasoline with plastic has played a major role in that change. I’m sure there are a number of people who just pay with plastic and don’t even think about it. But even more important, my theory is that plastic is also encouraging the more responsible amongst us (people who actively work at living within a budget) to pay the higher gasoline prices at the pump and simply reduce some other part of the monthly spending. They substitute anything, a fancy dinner for example, to make up for the higher gas prices.
Another big part of this argument is that paying for everything with plastic delays the pain of the gas price until the credit card payment for due. It is basic behavioral psychology that the pain for any behavior needs to be immediately after the behavior to effectively discourage that behavior. It hurts to pay an extra $50 for gasoline in a month, but not nearly as much as paying that extra $10 immediately at the pump on each fill-up.
I’m sure there is some research on this development and I’m going to look around for some more myself. I know there is some about it being pschologically easier to make big purchases on credit cards than paying cash, but I’m not so sure there is some specific to gasoline price elasticity.
The reason I think this theory matters a lot is because some politicians and environmentalists advocate a gasoline tax to encourage consumer conservationism. That tax won’t help if gasoline prices have truly become irrelevant to American consumerism.
A good policy solution might be to involve credit card companies. Instead of adding taxes to gasoline and taking a bite out of the entire economy (because of that substitution factor), why not give tax breaks to credit card companies for highlighting fuel expenditures and printing conservation tips on credit card statements? Even printing a running total of annual expenditures at gasoline stations might make a small impact as more Americans might notice the pain a little more.
Now, for a truly out-of-the-box, free-market solution, auto manufacturers should advertise hybrid vehicles through credit card companies by having them include advertisements in bills that have high expenditures at gasoline stations. It wouldn’t be a privacy issue if the credit card company is sending the advertisement. It would be niche marketing at its finest to encourage those who use the most gasoline to switch to a more efficient vehicle. The credit card company can even include advertisements for auto loans. It would be a win-win without any government intervention at all.
I’m pretty sure this idea is brilliant, but I don’t happen to know any credit card company marketing folks who can implement it. I don’t think this idea needs anything other than a “Toyota marketing guy, meet the Capital One marketing guy. Let’s talk advertising rates …”