Paying the Price: Examining Consumer Response to Pricing Strategy

Stephen Shapiro and Joris Drayer

In early 2018, excitement was high as the NFL’s Philadelphia Eagles defeated the Atlanta Falcons to advance to the NFC Championship game. The Eagles would be hosting the game for the first time since 2004, further magnifying interest in attending this game. Fans preparing to purchase tickets online from the Eagles at 10 a.m. sharp (six days before the game) were quickly reminded about the reality of ticket sales for high-demand sporting events; they were too late. Tickets on the primary market sold out in 60 seconds, leaving fans no choice but to purchase tickets on the secondary market for premium prices, more than double the face value.

Open Access