Examination of fans attribution of fee responsibility and perceptions of fee reasonableness during ticket purchases
by Armin Marquez; Beth A. Cianfrone; Stephen L. Shapiro
International Journal of Sport Management and Marketing (IJSMM), Vol. 24, No. 2, 2024

Abstract: The study considers the potential effects of fees on fans when experiencing partitioned pricing (PP). Fans' offer assessment (i.e., perceived value) based on price levels of tickets selected, attribution of fee responsibility to teams, and perceptions of fee reasonableness were examined while controlling for willingness to pay (WTP). Researchers used a 3 (price level) × 2 (low and high fee responsibility) × 2 (low and high perceptions of fee reasonableness) design through an online ticket purchase simulation. Price level and attribution of fee responsibility to teams' profit maximisation strategy did not influence participants' evaluation of the offer. However, those perceiving the fees as reasonable scored higher on perceived value than those sensing surcharges as unreasonable. Findings refute tenants of attribution theory, as consumers' attribution of fee responsibility to teams' profit maximisation strategy did not impact their perceptions of value. The study highlights the need for PP research within sport.

Online publication date: Fri, 01-Mar-2024

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