Demand-based ticket pricing strategies have replaced the traditional cost-based approach in professional sports. As comparisons with constantly changing prices can potentially elicit negative consumer responses, the importance of reference prices as standards for judging price fairness is being raised. Guided by selective accessibility model, this research investigated the relative effects of two types of reference prices: internal reference price (IRP) and external reference price (ERP). Furthermore, the present study examines how a sport consumer’s self-construal interacts with the...Read more
