Reference‐Dependent Preferences, Loss Aversion, and Live Game Attendance

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 Classification: L83, D12

Suggested Citation: Suggested Citation

Coates, Dennis and Humphreys, Brad R. and Zhou, Li, Reference‐Dependent Preferences, Loss Aversion, and Live Game Attendance (July 2014). Economic Inquiry, Vol. 52, Issue 3, pp. 959-973, 2014, Available at SSRN: https://ssrn.com/abstract=2434881 or http://dx.doi.org/10.1111/ecin.12061