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The Psychology of Miles per Gallons
Most countries in the world measure the fuel consumption of their cars
in liters per 100 kilometer. The US, pr
194
actically alone in the world (a
very frequent state of affair when it comes to measurement units),
measures it in Miles per Gallon (MPG). You see, measuring fuel
consumption backwards (distance traveled per unit of fuel), instead of
in the proper way (fuel consumed per unit distance) allows marketers
to call this fuel economy instead of fuel consumption .
It's practically as if you actual
fd9
ly save fuel by driving more. Where
does MPG come from? Could it be a gimmick fomented by clever marketing
executives in Detroit?
Perhaps the choice of unit reflects a cultural difference between the
attitude toward consumption by Americans versus (say) Europeans. By
measuring the fuel consumption in liters (or gallons) per 100
kilometers (or 100 miles), European drivers can easily answer
questions like "I must drive 1000 km per month, how much will that
cost me?": just multiply the distance by the liter/km rating. By
measuring it in miles per gallons, American drivers would have a hard
time answering this type of question (it would involve a
division). Instead, they can easily answer the following type of
question: "I have 10 Gallons, how much can I drive?": just multiply
the fuel quantity by the MPG.
The European-style unit has a utilitarian/parcimonious flavor to it:
"I don't want to drive more than necessary. This is how far I must
drive. Tell me how much it will cost me". Whereas the American-style
unit has a spend-as-much-as-you-have/consumerist flavor: "I don't
really need t"
....
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