The study's authors told participants to "assume you drive 10,000 miles per year for work, and this total amount cannot be changed." The participants were then asked to come up with values for vehicles of varying fuel-efficiencies. That is indeed the sort of optimization problem people face when choosing which car to buy, and clearly a fuel-efficiency metric that puts the amount of fuel in the numerator makes the problem easier to solve [1] because expenditure is proportional to amount of fuel if distance driven is taken as given.
But in reading the article, I was struck by the lack of attention paid to the "miles" part of the equation. I don't fault the authors, but taking distance driven as fixed is surely an enormous detriment to the goal of reducing carbon emissions in America. Yes, reordering your daily life to drive fewer miles is more disruptive than simply buying a more car that goes farther on a gallon of gas. And, granted, once you've chosen your lifestyle, minimizing the amount of gas you burn as you go about your daily routine is the thing to do. All the same, it's ludicrous to ignore the basic inefficiency of the suburban style of life that dominates in this country while we wait for automotive engineers to come up with clever solutions to pricey gas and carbon emissions that are twice as high per capita as in many similarly wealthy countries. Surely living closer to where you work, using mass transit, biking, and walking more must be part of the solution as well.
Maybe houses and apartments should come with a "miles per day" multiplier denoting how far you'd typically travel getting to and from shops, restaurants, entertainment venues, and your place of work each day you live there. ...
0. http://nsm.uh.edu/~dgraur/niv/theMPGIllusion.pdf [PDF]
1. Apparently taking reciprocals is beyond the capabilities of most people. Or at least of the Duke undergrads who participated in the study.