According to marketing professor at the Tepper School of Business at Carnegie Mellon University Baohong Sun, "A lot of companies, when they make decisions they don't think independently. They'll jump into whatever their competitors are doing, so more companies are likely to mimic this strategy." Suzanne Shu, a marketing professor at the UCLA Anderson School of Management adds a warning, saying, "I would say this type of promotion will only be effective in the short run. People will pay attention until they re-adapt to prices and then it won't be such a big deal anymore." Sounds like if a company wants to get in on the free gas bonanza, now is the time to get it in gear.
[Source: AOL Money]