why do gas prices bother us more than other (more important) prices?

An interesting NYT essay from Dan Ariely-- an economist in the field of "behavioral economics" (hat tip: Linda Christiansen)...

This one has been in my files for awhile (as you can tell from its gas price references, but his observations still hold)...

As I stand at the gas station filling my tank, the meter tallies how much it's going to cost me. At this station, a gallon is $4.26, and as the meter passes the $20 mark, then the $30, I realize that I am paying too much attention to the price of gasoline. I bet you are too.

Looking back at my family's expenses over the past few years, I see big increases in our health care costs and in how much we pay for food. The rise in what we spend on gas is not nearly as extreme as our increases in categories like electricity and telephone. So why does the amount we spend on gasoline feel so enormous? I think it is because of the way we buy gas.

For the several minutes that I stand at the pump, all I do is stare at the growing total on the meter — there is nothing else to do. And I have time to remember how much it cost a year ago, two years ago and even six years ago.

Yet I have no such memory about the prices of items in any other category....

Another odd thing about the way we buy gasoline is that we usually buy multiple units....

While we concentrate our anger on gas prices, we are ignoring increases in electricity, food and health insurance — expenses that might actually have a greater effect on our budgets....

Perhaps it would be better if gas station attendants filled the tank for us, as they used to, so we did not stand at the pump watching the rising price of our gasoline. Maybe it would help if gas pumps came with bigger hoses so that filling up would go faster and we'd spend less time watching the meter. Or maybe we should just learn to examine all our purchases and expenses more holistically so that we see where rising costs make the biggest difference.