In June, I blogged about Fuqua professors Rick Larrick and Jack Soll and their push to improve fuel efficiency and consumer behavior by simply changing the measurement from MPG to GPM. Today, Duke Research Advantage blogged that this work was featured in the New York Times Magazine’s “Year in Ideas” issue. They’ve also launched a new GPM calculator to find your current GPM, compare cars, or see the GPM for all 2009 cars. More information about this research, including an interactive fuel-efficiency quiz and a video of Larrick and Soll discussing their work is available at mpgillusion.com.
Posted in business, eco-smart, marketing, sustainability
Tagged blog, business, duke, duke research advantage, eco-smart, fuel efficiency, fuqua, fuqua school of business, gallons per mile, gpm, green, green business, innovation, jack soll, larrick, measurement, psychology, rick larrick, soll, sustainability
We all know how important language is in persuading people to think certain ways, and that certain words and phrases in common use are politicized rhetoric (think pro-life and pro-choice). However, I never thought of “miles per gallon” as one of those potentially misleading phrases. Until I read this in a Fuqua Alumni email:
For example, most people ranked an improvement from 34 to 50 mpg as saving more gas over 10,000 miles than an improvement from 18 to 28 mpg, even though the latter saves twice as much gas. (Going from 34 to 50 mpg saves 94 gallons; but from 18 to 28 mpg saves 198 gallons).
These mistaken impressions were corrected, however, when participants were presented with fuel efficiency expressed in gallons used per 100 miles rather than mpg. Viewed this way, 18 mpg becomes 5.5 gallons per 100 miles, and 28 mpg is 3.6 gallons per 100 miles — an $8 difference today.
“The reality that few people appreciate is that improving fuel efficiency from 10 to 20 mpg is actually a more significant savings than improving from 25 to 50 mpg for the same distance of driving,” Larrick said. (See table.)
See the full article here, including a video link.
Posted in business, eco-smart
Tagged business, consumer behavior, eco-friendly, eco-smart, environment, fuel efficiency, gallons per mile, gas, gas pump, gpm, green, mileage, miles per gallon, mpg, saving gas