How price bundling affects football ticket purchases and consumption behaviour
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2015
Abstract
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.
Keywords
Citation
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. https://doi.org/10.1108/IJSMS-16-03-2015-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2015 by Winthrop Publications Limited