There are likely other factors at play. For example, if the more expensive fuel station has brand associations it triggers (e.g. Shell [1]), the higher pricing

There are likely other factors at play. For example, if the more expensive fuel station has brand associations it triggers (e.g. Shell [1]), the higher pricing likely benefits them more so than it hurts, as their target market discerning customer is likely to interpret the price as a proxy for quality. [1] http://www.emeraldinsight.com/doi/full/10.1108/02580540510616656 http://www.emeraldinsight.com/doi/full/10.1108/0258054051061...