Toolbox - Preparing for the Next Energy Crunch: Understanding How Consumers Change Their Purchase Decision-Making When Fuel Prices Spike

In this paper from 2006, Yankelovich MONITOR looked at consumer purchase decision-making during a fuel price spike and separated them into three attitudinal segments: pragmatic pessimists, resourceful moderates and resolute optimists.

Toolbox - Preparing for the Next Energy Crunch: Understanding How Consumers Change Their Purchase Decision-Making When Fuel Prices Spike

OVERVIEW

The recent prolonged spike in gasoline prices gave MONITOR an opportunity to peer into consumers' hearts and minds. As this report went to press, prices in most markets had fallen back to more acceptable levels—well under $2.50 for one gallon of regular unleaded gas. However, the recent surge past the $3.00 mark was shocking enough and prolonged enough to cause many consumers to re-evaluate their lifestyle decisions and marketplace behaviors. Yankelovich conducted this survey just as prices were...

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