Connect with us

Media Mention

[CBS News Boston] Expert Says Gas Price Gouging Nearly Impossible in Current Market

CBS Boston recently interviewed Frédéric Brunel, Associate Professor of Marketing regarding the dramatic surge in gas prices this year. 

Frédéric Brunel

Published

on

June 7, 2022 

CBS Boston recently interviewed Frédéric Brunel, Associate Professor of Marketing regarding the dramatic surge in gas prices this year. 

 With many drivers searching for the lowest prices near their homes, some gas stations are benefitting more from charging less. These stations have calculated that having lower gas prices can result in higher profits inside the shops for ice, scratch tickets, soda, propane, and more. While some customers believe they are being overcharged for gas and taken advantage of, Frederic disputes that interpretation, stating, 

“If a station was trying to price gouge, there would be a correcting mechanism from the other stations to undermine the price gouging and use that as a way to drive more customers to their station.” 

In the highly competitive gas station market, it is difficult for stations to overcharge customers and get away with it. The demand, however, varies from station to station due to the location of businesses and other gas options nearby.  

Frédéric Brunel is a consumer researcher dedicated to informing two main domains: consumer relationships and product design. His research strives for theoretical and substantive contributions and focuses on concepts of direct relevance to academia and practice. These include, for example, consumption communities on and off-line, word-of-mouth dynamics, customer relationship management and aesthetic response styles and skillsets. In order to inform these domains, Brunel is committed to developing a deep and contextualized understanding of the social-psychological and cultural factors that can guide and moderate consumers’ responses in these marketing applications.

Suggest Topic
X