Sport Management Prof Honored by National Association for Best Professional Research Paper

Pictured at the conference are (l-r): Joris Drayer (co-author, Temple University), Khalid Ballouli (SMA executive board member at-large), Brendan Dwyer (co-author, VCU) and Stephen Shapiro (co-author, ODU).

By Brendan O'Hallarn

A research paper co-authored by Stephen Shapiro, assistant professor of sport management at Old Dominion, won Best Professional Research Paper at the recent Sport Marketing Association (SMA) conference in Albuquerque, N.M.

The paper, "Examining the Role of Fairness in Sport Consumer Ticket Purchases," was co-authored by Brendan Dwyer of Virginia Commonwealth University and Joris Drayer of Temple University. The conference is the leading annual academic event for SMA, the industry leader in the development and expansion of the body of knowledge in sport marketing, and impact within the academic discipline and the field of sport marketing.

The paper looks at whether dynamic ticket pricing (DTP) - a now common pricing strategy that sees ticket prices float up and down, depending on myriad factors - and ticket transactions in the secondary market are perceived as fair by consumers, and whether this affects their intention to purchase tickets.

In their study, the researchers created scenarios where the prices for tickets were arrived at under different circumstances, and tested consumers' reactions to the various scenarios. They found that reaction to the hypothetical prices being charged for the tickets differed dramatically once potential consumers were told how the asking price was determined.

As more and more professional teams move to a DTP model to maximize ticket revenues, and it becomes more commonplace for consumers to purchase tickets on the resale markets, the researchers' paper can guide sports organizations seeking to implement dynamic ticket prices, so they are less at risk of upsetting their customer base.

Also at the conference, Lamar Reams, an assistant professor of sport management at ODU, received a $1,000 grant from SMA for a collaborative study with the United States Intercollegiate Boxing Association titled "Sport Commitment and Purchase Intentions of Intercollegiate Boxing Coaches and Participants."

The Sport Marketing Association is dedicated to developing mutually beneficial relationships among professionals, academics and students around the world through the creation, distribution and implementation of sport marketing knowledge via networking, scholarly activities and career development opportunities.

ODU's sport management program is designed to prepare students for positions in the ever expanding and changing sports industry. Students enrolled in the program can choose from a number of sport career paths, including college athletic administration, professional sport marketing and promotions, sport facility management, sport event management, recreational sports management and supervision, and health club and fitness management.