Rosas Ferrusca, Francisco Javier; Herriges, Joseph A.; … - Iowa State University of Science and Technology <Ames, … - 2011
Universities spend almost $2 billion subsidizing their collegiate sports programs. Even the mostpopular women’s sport, basketball, fails to break even. An application of Becker’s theory ofcustomer discrimination is used to calculate the relative preference for men’s basketball for bothmen...