Economics Lesson
The man behind the counter watched out the window with sweaty excitement. A squat silver car pulled into the gas station and flirted cautiously with one of the pumps. For a moment it looked like it might stop but suddenly lost its nerve; the tires squealed, and soon the car was back on the highway, burning to get some distance between it and its little detour.
“That’s another one’s passed us by,” the man behind the counter groaned. “I just don’t get it, do you?”
His brother, who’d been helping himself to beef jerky while they waited, raised his hunting knife to his lips thoughtfully. After a few seconds’ deep consideration: “What number’d you put up on the big sign out there, anyways?”
“I don’t know. A dollar-fifty?”
“Well, there’s your problem. A buck-fifty? There ain’t a gas station in this state sellin’ it for less than two-seventy a gallon today. Y’ought to go out there and bump it up. A dollar’ll do.”
“I don’t understand.” The man behind the counter dug well trimmed nails into his scalp and scratched like it was going to help. “If they’re not stopping now, why wouldn’t we lower the price instead of raising it?”
His brother arched his back with the posture of a self-satisfied college professor. Strange that someone who ditched school at sixteen and never went back would look the part so well. “You see,” he began, “no matter what you might think, people really can smell a deal that’s too good to be true. You see gas more than a dollar cheaper than any place else’s got it, you’d be crazy not to think something’s going on. But twenty cents?” He spat on the dirty tile floor. “Twenty cents cheaper a gallon and you’ll have people lined up around the block.”
The man behind the counter looked down at his neatly pressed sweater and thought about it a moment. “I can see where you’d be right,” he said. “I’ll change the sign.” And so he knelt down behind the counter, nudged aside the cold, blood-smeared body of the gas station clerk who’d been working when they came in, and grabbed the box with the plastic number sheets in it.
“Twenty cents is all it’ll take,” his brother insisted, and he was probably right.