John’s not the only adminstrator who can brag about his research productivity today

Castilla, Carolina and Timothy Haab. "Limited Attention to Search Costs in the Gasoline Retail Market: Evidence from a Choice Experiment on Consumer Willingness
to Search" Am. J. Agr. Econ. (2013) 95(1): 181-199 doi:10.1093/ajae/aas131

Abstract: We conduct a choice experiment to investigate whether U.S. gasoline
consumers exhibit limited attention to the costs of searching
for lower prices. When consumers search for prices
as they drive, the search cost is a function of the amount of gasoline
consumed while driving and the time spent searching
for prices. We randomize the amount of information we provide the
respondents
to a survey about search costs in one of 3 ways:
time, gasoline, or both. Results indicate that cognitive costs cause
inattention
to time costs. We also find that respondents
overestimate the cost of the gasoline used while driving, thus forgoing
consumer
surplus.

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