Paying the way: the ticket to gender equality in sports

Sex Roles: A Journal of Research,  August, 2004  by Michelle R. Hebl,  Traci A. Giuliano,  Eden B. King,  Jennifer L. Knight,  Jenessa R. Shapiro,  Jeanine L. Skorinko,  Anjali Wig

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Results

As hypothesized, the data indicated that fans pay significantly more to see men (M = 9.07 dollars, SD = 3.95) than they do to see women (M = 4.76 dollars, SD = 1.59) play basketball, t = 16.81, p < .01. A 2 (gender of team) X 4 (year) repeated measures ANOVA further suggested that this disparity changed over the 4-year time period between 1994 and 1997. A significant main effect for year, F(3, 550) = 46.66, p < .01, suggested that the price of tickets increased over time. This main effect was qualified by a significant year X gender interaction, F(3, 548) = 6.43, p < .01, which revealed that the price of men's tickets rose faster between 1994 (M = 8.76 dollars, SE = .18) and 1997 (M = 9.45 dollars, SE = .19) than did the price of women's tickets during that same 4 year block (1994: M = 4.63 dollars, SE = .19; 1997: M = 4.96 dollars, SE = .20; see Fig. 1).

Hierarchical regression analysis was used to predict the price of tickets from the gender of the team, after controlling for contextual variables that could potentially affect ticket prices (see Becker & Suls, 1983; Pan, Gabert, McGaugh, & Branvold, 1997). In the first step of the regression equation, we controlled for these contextual variables, including the gender composition of the undergraduate population, whether or not there was a professional basketball team in the city, the win-loss average of the team, the size of the venue, the city's per capita income, the average attendance at games, and the number of students in the school, [R.sup.2] = .66, p < .01. Attendance was positively related to the price of tickets, [beta] = .84, p < .01, as was the per capita income of the city, [beta] = .12, p < .01. When a professional basketball team was located in the school's city, tickets cost significantly less, [beta] = -.10, p < .01. Finally, as the size of the venue increased, the price of tickets decreased, [beta] = -.07, p < .05. As hypothesized, when we entered gender of the team in the second step of the regression equation, significant variance in ticket price was explained over and above these contextual variables, [DELTA][R.sup.2] = .05, p < .01.

[FIGURE 1 OMITTED]

Discussion

The results of this study confirmed that a disparity in the ticket prices exists between men's and women's Division I basketball teams. That is, the price of a ticket to a men's basketball game costs more than the price of a ticket to a women's game. The data further indicate that this discrepancy has grown over time. Moreover, even when we accounted for other potential explanations for the discrepancy, gender of the team is a significant predictor of ticket price. Given the persistent disparity in the price of tickets, it is essential to consider the potential implications of differential pricing structures. As the absolute price of a ticket increases, so might the value attributed to that team. Thus, in Study 2 we examined the consequences of absolute differences in ticket price on the evaluation of women's basketball teams. Because individuals who have a strong understanding of basketball may respond differently to price indicators than do those who do not have a strong knowledge base, we also considered the potential effects that knowledge of basketball might have on the evaluations.