Yes, as consumers in a capitalistic country we can have an effect on what the cost of gas, as well as any other commodity, can be, by simply triggering the natural competitive forces in any free market system.

In the past I've received an email, as I'm sure you have, that we all not buy gas on a certain day. Presumably, thereby sending a message to the oil companies that consumers have the power to unite and not buy gas...for that day. Big deal! Like you're not going to buy, and make up for the purchase not made a couple of days before! The impact is zero.

Do you think the oil companies care whether you're going to send them money on Tuesday or Friday? The oil companies only care if you stop sending them money! Then they have to take some action, the most obvious is to lower the price of their product, compared to competitors, to get back your business.

So then the solution becomes simple. We all need to stop buying gas from one supplier, and I'm recommending Exxon/Mobil (or Esso in some parts of US) since they are one of the biggest and generally have the highest prices. This will put pressure on Exxon/Mobil to lower prices to regain their market share. Which, hopefully, will start a domino effect among the other oil companies to compete, by lowering their price, to maintain and/or regain their market share.

Action to take: Starting on your next fill up, fill up anywhere you want except Exxon/Mobil. And, as the price of Exxon/Mobil gas starts to drop, resist as long as you can to not to buy from Exxon/Mobil, until they are at least ten (.10) cents per gallon less than the other gas prices. Then only switch back to your other brand when they lower their price by at least ten (.10) cents lower that Exxon/Mobil. However, if Exxon/Mobil starts to raise their price even for just one (.01) cent, immediately switch back to the other brand until Exxon/Mobil lowers their price to the previous lowest price.

Obviously, for this strategy to work we need to ask as many people as possible to participate. Now that you've received this message please pass this on to as many people as you can, either by email (the easiest) or otherwise.

From all of us, thank you in advance for your participation. And, may you consider donating some of your upcoming savings to a charity within your community.

Frank Morrone