Laura Brinn
Duke University's
Fuqua School of Business
100 Fuqua Drive
Durham, NC 27708-0125
Tel +1.919.660.2903
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National Academy of Sciences Recommendations Highlight Fuqua Research
August 12, 2010
A New National Academy of Sciences report recommends adding a measure of the number of gallons used to drive 100 miles to the labeling for new car and light-duty truck sales. The report draws directly on research by Fuqua Professors Rick Larrick and Jack Soll that demonstrated confusion caused by the standard "miles per gallon" measure used in the US. Their research showed that a "gallons per mile" measure improved improvements in consumers' abilities to make more accurate decisions about how to save fuel when buying a new car.
The National Academies of Sciences report, "Assessment of Technologies for Improving Light-Duty Vehicle Fuel Efficiency," can be viewed here.
More information about Larrick and Soll’s research is available on Larrick’s MPG Illusion blog.