The Effect of Partitioned Ticket Prices on Sport Consumer Perceptions and Enduring Attitudes

The efficacy of partitioned pricing (PP) has been investigated in a range of industries. This work showed that the usefulness of PP is situational, with numerous contextual factors playing important roles. Ticket pricing scholarship has yet to devote adequate attention to PP as a focal variable, whi...

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Bibliographic Details
Published in:Journal of sport management 2021-11, Vol.35 (6), p.522-536
Main Authors: Hayduk, Ted, Brison, Natasha, Drayer, Joris
Format: Article
Language:English
Subjects:
Consumers
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Summary:The efficacy of partitioned pricing (PP) has been investigated in a range of industries. This work showed that the usefulness of PP is situational, with numerous contextual factors playing important roles. Ticket pricing scholarship has yet to devote adequate attention to PP as a focal variable, which is problematic given the industry’s reliance on ticket revenue and the “service” fees ubiquitous in the ticketing industry. In addition, there is a need to investigate the moderating factors unique to sport consumption, such as team identification and the entertainment value of live sport. Using a sample of 403 sport consumers, this study found that PP is associated with lower perceptions of fairness but not lower enduring attitudes about the platform. Thus, sport consumers are displeased by PP, but not enough to dissuade them from future purchases. The analysis found that team identification—the entertainment value of live sports entertainment value—can further offset negative perceptions of PP.
ISSN:0888-4773
1543-270X
DOI:10.1123/jsm.2020-0246