You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Gas Buyers Pick Brand Over Price Costs Continue to Soar, but Consumers Shift Their Focus to Product Benefits By Jean Halliday, Published on April 21, 2008 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.