"One factor is that, because gas prices fluctuate so much, people don’t see these high gas..."

“One factor is that, because gas prices fluctuate so much, people don’t see these high gas prices as the new normal, they see them as a temporary discomfort. And a related problem is that we have short memories.”

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Despite the High Price of Gas, Americans Still Not Sold on Fuel-Efficient Cars - Transportation - GOOD

Americans are gold fish.