Ticket Pricing Can Affect Consumer Attitudes
In a new study, CSMRE faculty affiliate Natasha Brison joined with colleagues to examine the effects of partitioned ticket pricing. This approach breaks down the different costs of the ticket, such as the face value, tax, fees, and so on. Though the effects partitioned pricing have been examined in other industries, examinations were lacking in sport. The research team gathered data from 403 sport consumers. Results shows that consumer were generally displeased with partitioned pricing, but not enough to affect their future consumption. The value consumers place on the event and their connection wit the team help to offset these effects.
Hayduk, T., Brison, N., & Drayer, J. (2021). The Effect of Partitioned Ticket Prices on Sport Consumer Perceptions and Enduring Attitudes. Journal of Sport Management. https://doi.org/10.1123/jsm.2020-0246