Time to round up gas prices

We all understand how marketing works. You’re more likely to buy something if you feel like you’re getting a good deal. That is why a new television retails for $399, not $400. Same with cars. They are priced at $39,900, rather than an even $40,000. Many products are carefully priced to make you feel better about your purchase. But one product which should change its pricing scheme to better reflect the actual price is gasoline. Right now gas in la Crosse is selling for about $2.93 a gallon. But be sure to read the fine print. The price at the pump today is actually $2.83 and nine-tenths of a cent. So basically, $2.84 a gallon. To be fair, they do list the 9/10th of a cent, in very small numbers. We glance right over it. If someone asks you what the price of gas is, you would likely say $2.83, not $2.84, and certainly not $2.83 and nine-tenths of a cent. Can’t they just round up? Are we really being fooled by thinking the price at the pump is cheaper than it actually is? I can’ think of any other product that charges in percentage of a cent. It’s time for gas stations to round up, and keep the change.