I suspect the shortsighted average consumer plays a role as well.
About a decade ago I was talking to a coworker who was complaining about their electric bill. Swapped all of their incandescent bulbs for CFL, complained about what they cost relative to incandescent and expected to see a huge decrease in their bill. Two major problems:
- This was May to June when air conditioning season really kicks into gear
- They were on an average billing plan thus would have seen perhaps 1/12th of the difference on the next bill
I think that for a powerful majority of consumers when it comes to
low-involvement purchases, whatever assessment of overall cost goes on largely ends at that upfront purchase price.