Duke Research Advantage

Calculate Your Gallons per Mile

This summer, Fuqua Management Professors Rick Larrick and Jack Soll published a paper in Science in which they demonstrated that consumers are more successful at comparing fuel efficiency across different cars when it is expressed in gallons per mile (GPM), instead of miles per gallon (MPG).

This weekend their work was recognized in the New York Times Magazine’s “Year in Ideas” issue, and we also launched a new GPM calculator that people can use to find their 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 (and commuting in Soll’s hybrid Camry), is available at mpgillusion.com.

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Posted on Monday, December 15th, 2008 at 12:48 pm by Laura Brinn in Decision Making, Management
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At 2008.12.15 18:34, GPM Calculator « business IS personal said:

[...] 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. [...]
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At 2009.01.01 09:46, johnny said:

rhMbPN Thanks for good post
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