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How price bundling affects football ticket purchases and consumption behaviour

Claudio Hoffmann Sampaio (Professor of Marketing, Contabilidade e Economia (FACE), Brazil)
Jefferson Dobner Sordi (Professor of Business and Administration, Instituto de Ciências Sociais Aplicadas (ICSA), Universidade Feevale, ERS-239, 2755 - CEP 93525-075, Novo Hamburgo, RS, Brazil)
Marcelo Gattermann Perin (Doctor of Business Administration, Faculdade de Administração, Contabilidade e Economia (FACE), Pontifícia Universidade Catôlica do Rio Grande do Sul (PUCRS), Brazil)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2015



This paper investigates the transaction decoupling phenomenon in purchase and consumption of football match tickets. The theoretical approach describes several economical constructs behind individual decision-making behaviour, including sunk costs, mental accounting and coupling. Results indicate that people who buy bundled tickets are less likely to use their tickets than those who purchase individual ones. Furthermore, the phenomenon proved to be a valid theory in an actual Brazilian football ticket purchase and consumption scenario, confirming that rational elements can also be part of sports consumption. Thus, it can be stated that the type of purchase (bundle or single tickets) influences consumer decision-making.



Sampaio, C.H., Sordi, J.D. and Perin, M.G. (2015), "How price bundling affects football ticket purchases and consumption behaviour", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 3, pp. 35-51.



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Copyright © 2015 by Winthrop Publications Limited

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