Won, Misun; Shapiro, Stephen L. - In: Sport, Business and Management: An International Journal 11 (2021) 5, pp. 493-514
Purpose: The purpose of this study is to examine consumer behaviors toward a bundle of tickets and lodging using two different message framing: (1) scarcity framing for a high demand event, the All-Star Game, and (2) discount framing for a lower demand event, an MLB mid-week game....