replacing electric choke ?

[BUXMAN66]

my "newer" truck,the '86, is a 454 3/4 ton all factory orig.w/ a 2bbl. carb. the problem is it don't like colder weather too much.gotta keep it running w/a lotta rpm's to keep it from stumbling on inital start-up.i've never replaced a choke coil assembly (is that how it is?)on a big block b-4.i went up to napa store recently and asked for a price quote for a electric choke assembly for a b.b. 454 and it was like $60 some bucks!i thought the coil assembly was like 5 bucks or something for a smallblock.is thier that much of a difference?thanks for any and all replies!