Stephen L. Shapiro
Joris Drayer
and Brendan Dwyer

Dynamic ticket pricing (DTP), a new revenue management (RM) strategy in sport, has grown in popularity in response to the demand-based ticket resale market. Previous research has examined the relationship between the primary and secondary ticket market and determinants of price in a DTP environment. However, research has not focused on consumer perceptions of DTP or resale prices. The purpose of this study was to examine consumer perceptions of demand-based pricing over time, to assess the influence of attitudes on perceived value and purchase intentions. Results indicated that time, team...Read more

Blaine T. Uhlman
Galen T. Trail

The Seattle Sounders FC took Major League Soccer by storm in its inaugural season of 2009. The club led the league in attendance, won the Lamar Hunt U.S. Open Cup trophy, and clinched a playoff berth. The team’s success was attributed in part to its rabid fan base, which routinely sold out its 30,000-seat venue and nearly doubled the league attendance average. How was it that an expansion franchise was able to garner such immediate, fervent support, while original franchises with well-established fan bases struggled? This case study sought to supplement the limited current literature...Read more

Scott R. Swanson
Kevin Gwinner
Brian V. Larson

This research explores the impact of four individual psychological motivations (i.e., team identification, eustress, group affiliation, and self-esteem enhancement) on college student's reported verbal recommendations and patronage behaviors toward a sporting event.Read more

Galen T. Trail
Janet S. Fink
Dean F. Anderson

Description: Competition for the sport consumer dollar has increased tremendously in recent years. A better understanding of why sport spectators and fans consume media and merchandise would benefit sport marketers and managers greatly. To date, no empirically tested model has proposed explanatory and predictive relationships among fan/spectator motives and behavior variables. In addition, no psychometrically sound scales exist to measure these cognitive, affective, and behavioral constructs. The results of this study indicate that a model including such factors as motives, identification...Read more