Effects of mood states and team identification on pricing in the secondary ticket market

This research addresses a gap in the existing literature related to sports consumer behavior. While previous studies have explored the psychological and sociological aspects of sports consumer behavior, there has been limited research on how emotional responses to team outcomes affect economic decisions, particularly in the secondary ticket market.

To fill this gap, the study used a complex research design involving emotional states (positive, negative, and neutral), roles (seller and buyer), and fan identification levels (high and low) as factors. The study drew on prospect theory and social identity theory to develop hypotheses. It proposed that participants' emotional responses to team-related events, coupled with their level of team identification, would influence pricing decisions for tickets to future events.

The findings revealed that emotions and team identification interacted to affect the endowment effect, which is the tendency for sellers to overvalue their tickets compared to buyers. Depending on participants' emotional states and their level of team identification, the gap in bargaining between sellers and buyers either increased or decreased.

Overall, this research contributes to the understanding of how emotions and fan identification impact pricing decisions and consumer behavior in the context of sports, which has significant implications for sports business and management.