Yes, they did! I guess we all made at least once the experience, that gas stations are good and dynamic pricers. Just imagine, you fill the tank of your car and in the afternoon, the gas price is lowered by 8 cents / litre. Of course it won`t ruin us, if I have to pay 4 € more, but nevertheless we all feel a little bit annoyed and cheated, don`t we?
However last month, I faced a situation, which really let my pulse go up. I had to fill gas and I guess it was the wrong time because the price was already quite high – 1,49 € / liter.
But when I came back from the cashier, I realized that the price was lowered in the meantime by 2 cent – and this really annoyed me.
In total amount I just “lost” 1 €, but I was so mad at this gas station, I ignored them at least for four weeks.
The lesson I learned from this experience:
price fairness is not rationally linked with the total amount involved, rather it is about the feeling to be treated in an incorrect way (you could also call it “being ripped off”) and motivates you to strike back.
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