FiT Publishing

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

Ticket pricing in professional sports is transitioning from a cost-based to demand-based approach. It has been argued that consumer perceptions of fairness regarding demand-based ticket pricing could influence purchase decisions. Perceptions of unfair pricing practices can lead to dissatisfaction and negatively affect purchase behavior. However, familiarity with demand-based pricing strategies could mitigate perceptions that real-time price fluctuations are unfair to the consumer. Guided by transaction utility theory, the current study examined the relationship between various ticket...Read more