The role of involvement and pride in price bundling consumption decisions: a study with football match tickets in Brazil.

EnglishThis paper examines the influence of price bundling on decision to buy and consume soccer match tickets in Brazil, also testing the effect that pride and involvement play in purchase decisions. The marketing literature shows solid evidence that price bundling influences consumers decisions. Therefore, studies found the occurrence of a phenomenon called transaction decoupling which involves the level of coupling of costs and benefits of consumption situations and could be a strong motivational factor moderating in this relationship. In the sports context, another variable that may influence on fans is pride. This sentiment is the keystone of sports consumption and the fans are driven by it. Thereby, the involvement and pride variables are tested as possible moderating effects on soccer matches tickets consumption. We designed an experiment to test these relationships. Results indicate a direct effect of involvement on transaction decoupling, but not of price bundling or pride. People more highly involved with soccer game were more likely to attend matches due to their greater attention to irrecoverable costs, and experience more pain, regret, repurchase intention and sense of waste than less involved individuals. Performance does not seem to influence people’s decision-making process, as it is merely one of the antecedents in rooting for a team. The main contribution of this paper is show that coupling of transaction costs and benefits can be motivated by the intensity of the relationship between an individual and a sports objective. portuguesEste artigo examina a influencia dos pacotes de precos na decisao de comprar e consumir ingressos de jogos de futebol, testando tambem o efeito que orgulho e envolvimento exercem nas decisoes de compras. A literatura de marketing apresenta uma clara evidencia de que os pacotes de preco influenciam a decisao dos consumidores. A partir disso, percebeu-se a ocorrencia de um fenomeno chamado dissociacao da transacao, que envolvia o nivel de associacao dos custos e beneficios das situacoes de consumo, e que poderia existir um forte fator motivacional moderando essa relacao. Em termos esportivos, outra variavel que pode ter influencia nos torcedores e o orgulho. Esse sentimento e a pedra angular do consumo esportivo e os fas seriam movidos por ele. Assim, as variaveis do envolvimento e do orgulho foram testadas como possiveis efeitos moderadores do consumo de ingressos de jogos de futebol. Desenhou-se, portanto, um experimento para testar essas relacoes. Os resultados indicam que ha um efeito direto do envolvimento na dissociacao da transacao, mas nao dos pacotes de precos ou orgulho. Pessoas mais envolvidas com futebol sao mais propensas a comparecer aos jogos devido a atencao dada aos custos irrecuperaveis. O desempenho parece nao influenciar o processo de tomada de decisao, sendo apenas um dos antecedentes do orgulho. A grande contribuicao deste artigo e mostrar que a associacao dos custos e beneficios de uma transacao pode ser direcionada pela intensidade da relacao existente entre o individuo e o objetivo esportivo.