“10,000 Available” or “10% Remaining”: The Impact of Scarcity Framing on Ticket Availability Perceptions in the Secondary Ticket Market

The aim of this study was to investigate the effect of numeracy framing and demand on participants’ perceived ticket availability and likelihood of finding a lower-priced deal in the secondary ticket market for National Football League (NFL) games. A total of 640 participants were recruited via Qualtrics where participants were solicited electronically via 10 date-specific email blasts prior to a New York Giants Sunday Night Football home game. Participants were randomly assigned to one of five treatment conditions (control, percentage frame × low demand, percentage frame × high demand, frequency frame × low demand, frequency frame × high demand) to complete an online survey. Multivariate analysis of variance (MANOVA) was performed to discern overall differences in the mean likelihood scores of the dependent variable between groups. The results showed that participants presented with the “percentage” frame perceived tickets as less available than those presented with the “frequency scarcity” frame, and the effect was greater for high-demand games. Additionally, game demand moderated the effect of scarcity framing on participants’ perceived ticket availability and expected lower rate. Several manipulation checks were applied to ensure the study’s validity. The findings of this study have practical implications for ticket marketers in the sport industry to effectively frame scarcity information and facilitate transactions for online buyers and sellers.