Two springs ago, gas was $2.75 a gallon and drivers were complaining. Today, gas is $2.75 a gallon and drivers are thrilled.
A lot can change in a year and a half.
As Rochester fuel prices reached record highs over the summer, drivers were stricken with the possibility of $5 gasoline, as some industry experts forecasted prices as high as $10 per gallon.
Having faced that prospect, drivers who previously scorned the $2.75 price tag are now embracing it.
"From the psyche standpoint, the American consumer can turn on a dime," said George Cook, professor of marketing and psychology at the University of Rochester's Simon Graduate School of Business. "I'm convinced that the $4 (per gallon) was a wake-up call and it really should have a lasting effect."