Exxon / Mobil Gasoline Boycott (2001) - Analysis
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There is an inherent flaw in this form of activism: to be effective, a consumer boycott must be planned and organized. Anonymous, randomly distributed chain letters such as this one might succeed in pumping up outrage, but little else.
The fact is, adjusted-for-inflation gasoline prices are well below the actual record high, which was set in March 1981. And analysts say the rate of increase has recently slowed.Nevertheless, the text in question purports to have been written by one economist and approved of by another (both unnamed). What do economists really think of it? John Edgren of Eastern Michigan University says it simply won't work, citing, among other reasons, what he calls the "free rider" problem: "People figure, 'I won't do it because it will take me time and effort, and everybody else will do it,'" he told the Detroit News. "If everybody thinks that way, nothing happens."
Edgren adds that the concept is based on a simplistic understanding of economics. While an organized boycott might cut into the profits of one company and possibly even cause it to lower prices, other companies wouldn't necessarily follow suit. In fact, they might well raise their prices.
The email text also refers to consumer advocate and radio personality Clark Howard, as if he has given his approval to the scheme. He has not. According to a notice on Howard's Website: "The email is not accurate. Clark did not write the email message, nor does he favor boycotts."
Another version of the text circulating since October 2000 carries the signature file of Katharine Doyle, an employee of the Washtenaw County, Michigan, Road Commission. She did not, however, author the message, nor was it sanctioned by the Commission. Doyle told the Detroit News that her electronic signature was copied and affixed to the message by person(s) unknown without her knowledge or approval. The resulting flood of email and phone calls was so overwhelming that Doyle was forced to change her email address and phone number.
Sources:
- "Doyle Denies Role in Gasoline Boycott." The Detroit News, 24 April 2001.
- "Gas Out 2000." Urban Legends, 1 March 2000.
- "Gas Prices Approach Highs." CNN Financial Network, 26 April 2001.
- "Gasoline at All-Time High ... Sort of." ABC News, 7 May 2001.
- "Show Notes." Clark Howard Website, 20 April 2001.
