Examining the Role of Price Fairness in Sport Consumer Ticket Purchase Decisions

  title={Examining the Role of Price Fairness in Sport Consumer Ticket Purchase Decisions},
  author={Brendan Dwyer and Joris Drayer and Stephen L. Shapiro},
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… CONTINUE READING

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