SourceLine News & Insights

Gas station customers are frequently subject to information overload. They are bombarded with choices and information to absorb — particularly at the fuel dispenser.

We invite you to imagine that you are an average customer who is about to get fuel from the dispenser pictured. Take this quick quiz to see how you’d do.

To learn about ways fuel marketers can improve the customer experience at the dispenser, read our latest article on the CSP website.


  1. Which button do you push to put fuel that contains up to 85% gasoline and up to 15% ethanol into your vehicle?
  2. Which button do you push to put the fuel with the highest octane rating into your vehicle?
  3. Which nozzle do you select to pump gasoline containing 10% ethanol?
  4. Which button do you select to purchase fuel that is priced at $2.619/gallon for customers who are members of the loyalty program?
  5. Which fuel contains additional detergents/additives that will help prevent engine deposit buildup?
  6. Where are the warnings posted to remind customers that the dispenser’s higher ethanol blends — E85 and E15 — are only approved for use in certain vehicles?
  7. Where is the sticker that communicates who is liable if the pump is left unattended and a spill occurs?
  8. Which nozzle do you use if you want fuel that is NOT unleaded?


  1. H E15 is sometimes referred to as just that, but it is also known as Unleaded 15, Unleaded 88, or in this case Regular 88.
  2. G Although E85 is not approved for use in all vehicles, it is in fact the fuel offered at this dispenser with the highest octane.
  3. O The regular, mid-grade and premium gasolines, with octanes 87, 89, and 93 respectively, contain 10% ethanol, which is also known as E10.
  4. J After the 3-cent discount of the loyalty program is applied, the mid-grade fuel will actually be priced at $2.619/gallon.
  5. Trick question.
    It is unknown by looking at this dispenser whether any of the fuels contain extra additives/detergents that help prevent the buildup of engine deposits.
  6. E and F
    Unfortunately, the warning stickers are hidden behind the dispenser hoses.
  7. N WARNING! The consequences of causing a fuel spill is displayed in fairly small type.
  8. Another trick question.
    Although only a few of the fuels are identified as unleaded in the branding, all of them are in fact unleaded.