Manipulating consumer price expectations for a 10K road race

Gerard T. Kyle, Deborah Lee Kerstetter, Frank B. Guadagnolo

Research output: Contribution to journalReview article

6 Citations (Scopus)

Abstract

Understanding consumers' response to price has become an important issue for managers of public sport and leisure services as they shift their dependence on revenue from government sources to user fees. Employing an experimental design, we manipulated participants' price expectations for the race entry fee of a 10K road race. Subjects were divided into six groups and provided with information relating to a different service outcome. Subsequent price expectations were elicited on the basis of the information provided in each message. Results indicated that messages including the cost of service provision information, information suggesting the loss of services, and information suggesting personal loss, significantly raised subjects' price expectations. One practical implication of these findings is that managers of public sport and leisure services considering price increases for their services should introduce them by outlining the purpose and the costs and benefits associated with the increase. Further, implementing effective communication strategies regarding price increases may significantly increase consumers' acceptance of an otherwise undesirable management decision.

Original languageEnglish (US)
Pages (from-to)142-155
Number of pages14
JournalJournal of Sport Management
Volume17
Issue number2
DOIs
StatePublished - Jan 1 2003

Fingerprint

Information Services
Fees and Charges
Leisure Activities
Sports
Cost-Benefit Analysis
Roads
Price expectations
Consumer prices
Research Design
Communication
Costs and Cost Analysis
Leisure
Managers
Personal information
User fees
Costs
Acceptance
Revenue
Management decisions
Costs and benefits

All Science Journal Classification (ASJC) codes

  • Decision Sciences(all)
  • Orthopedics and Sports Medicine
  • Physical Therapy, Sports Therapy and Rehabilitation
  • Organizational Behavior and Human Resource Management

Cite this

Kyle, Gerard T. ; Kerstetter, Deborah Lee ; Guadagnolo, Frank B. / Manipulating consumer price expectations for a 10K road race. In: Journal of Sport Management. 2003 ; Vol. 17, No. 2. pp. 142-155.
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Kyle, GT, Kerstetter, DL & Guadagnolo, FB 2003, 'Manipulating consumer price expectations for a 10K road race', Journal of Sport Management, vol. 17, no. 2, pp. 142-155. https://doi.org/10.1123/jsm.17.2.142

Manipulating consumer price expectations for a 10K road race. / Kyle, Gerard T.; Kerstetter, Deborah Lee; Guadagnolo, Frank B.

In: Journal of Sport Management, Vol. 17, No. 2, 01.01.2003, p. 142-155.

Research output: Contribution to journalReview article

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