REFERENCE‐DEPENDENT PREFERENCES,LOSS AVERSION,AND LIVE GAME ATTENDANCE |
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| Authors: | DENNIS COATES BRAD R HUMPHREYS LI ZHOU |
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| Institution: | 1. Coates: Department of Economics, UMBC, Baltimore, MD 21250. Phone 410‐455‐2160, Fax 410‐455‐1054, E‐mail coates@umbc.edu;2. Humphreys: Department of Economics, West Virginia University, Morgantown WV, 26506‐6025. Phone 304‐293‐7871, Fax 304‐293‐5652, E‐mail brhumphreys@mail.wvu.edu |
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| Abstract: | We develop a consumer choice model of live attendance at a sporting event with reference‐dependent preferences. The predictions of the model motivate the “uncertainty of outcome hypothesis” (UOH) as well as fans' desire to see upsets and to simply see the home team win games, depending on the importance of the reference‐dependent preferences and loss aversion. A critical review of previous empirical tests of the UOH reveals significant support for models with reference‐dependent preferences, but less support for the UOH. New empirical evidence from Major League Baseball supports the loss aversion version of the model. (JEL L83, D12) |
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