1. Introduction -- 2. The curious case of the missing social agent in sports economics -- 3. Missing links: towards a theory of social economic agency for sports attendance -- 4. A critical realist-behavioural economics hybrid theory of sports attendance demand: the view from the other side of...

The classical Uncertainty of Outcome Hypothesis (UOH) informs economists' understanding consumer decisions to attend sporting events and models of team revenue generation. Coates, Humphreys and Zhou (2014) developed a reference dependent preference based consumer choice model under uncertainty...