Gas prices are up about 50 cents a gallon since January 1st, and so is the anger of the American motorist.
"If these prices continue, if this pessimism continues, you'll see some of the bigger things. You'll see more carpooling, you'll see people buying more fuel efficient vehicles," says Jeff Lenard of the National Association of Convenience Stores.
Gasoline retailers have already seen a change in attitude.
A recent survey from the National Association of Convenience Stores found people willing to drive five minutes out of their way to save five cents a gallon.
"There are apps out there, there are all kinds of deals that you see with various channels to take ten cents, 20 cents off a gallon," Lenard notes.
The least concern customers have is what brand of gas they're pumping.
"We are finding that loyalty right now for most consumers lasts until the next fill up then they do the search all over again, find who has the best price, that is their new favorite retailer," Lenard says.
Gasoline consumption has dropped steadily since about 2007, mainly because people are driving more fuel efficient cars and driving fewer miles.
(Information courtesy NBC News)