NCAA football television viewership: Product quality and consumer preference relative to market expectations

Research output: Contribution to journalArticlepeer-review

Abstract

The authors estimate the determinants of college football television viewership across the<br>full quality spectrum of contests and test whether consumer preferences vary based on<br>changes in the attributes of the core product. They utilize national television viewership<br>data at the individual game level over a three season period and estimate numerous<br>consumer demand models using zero-truncated negative binomial regression. The results<br>indicate a lack of support for anticipated outcome uncertainty, but support for contests<br>where actual outcomes are closer than market expectations. Consumer preferences are not<br>consistent across game qualities, which may indicate that game type is linked to variation<br>in the consumer base and reference-dependent preferences. The<br>findings may also explain<br>why the uncertainty of outcome hypothesis is supported in some contexts, but not others.<br>Preference for absolute quality also dominates preference for relative quality. This
Original languageEnglish
Pages (from-to)377-390
JournalSport Management Review
StatePublished - Aug 2018

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