Paying the Way: The Ticket to Gender Equality in Sports

@article{Hebl2004PayingTW,
  title={Paying the Way: The Ticket to Gender Equality in Sports},
  author={Michelle Mikki R Hebl and Traci A. Giuliano and Eden Benedetto King and Jennifer L. Knight and Jenessa R. Shapiro and Jeanine Skorinko and Anjali D Wig},
  journal={Sex Roles},
  year={2004},
  volume={51},
  pages={227-235}
}
Past research shows that consumers tend to equate higher prices with higher value. However, it remains unclear whether consumers of athletic events follow the predictions of equity theory when attributing value to particular teams. We conducted 3 studies to investigate the existence and consequences of a disparity between men's and women's college basketball ticket prices. In Study 1, a survey of 303 NCAA Division I programs demonstrated that the gender of a basketball team is a primary… CONTINUE READING
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