Armin Marquez
Beth A. Cianfrone
Stephen L. Shapiro

Sport organizers may employ one of two common pricing strategies—partitioned pricing (PP) and all-inclusive pricing (AIP)—to present the price of the ticket and associated fees to potential consumers. The study examines differences in spectators’ price recall, perceived value, and search intentions when purchasing tickets to attend a regular-season Major League Baseball game based on the pricing format experienced (PP v. AIP), as well as the moderating effect of price tier selected, and participants’ level of team identification on the impact of the pricing format. Findings point to both...Read more

Misun Won and Stephen L. Shapiro

Prior research has examined consumer behavior toward partitioned pricing in various capacities, including types and number of surcharges and the use of dollars versus percentages. Given the fact partitioned pricing is not employed in every country, this investigation focused on consumer behavior toward this pricing strategy based on familiarity with partitioned pricing and cultural differences. An experimental design was implemented to examine South Korean and US sport consumers’ attitudes and behaviors related to ticket prices for a mega-sporting event. The findings showed all-inclusive...Read more