An Examination of Optional Versus Mandatory Cause-Related Fees in Sport Tickets: The Role of Autonomy

Our study conducted a joint assessment of mandatory versus voluntary cause-related fees added onto a ticket purchase to examine perceived motives and attitudes. Additional fees influence the way consumers view a seller and their desire to purchase a product. However, the effectiveness of incorporating cause-related marketing (CRM) into these fee formats has not been fully explored. Hence, this study examined consumer responses to mandatory and optional cause-related fees added to ticket prices through causality orientations theory. Our study conducted an online survey and collected 395 usable responses. A one-way MANOVA was used. Our results suggest both fee formats are perceived cause-centered, however, optional CRM fees are preferred, improving consumer attitudes toward their brand. Although customers can opt out from optional CRM fees, teams should implement optionality, which not only still raises money but also improve brand image and enhance brand equity.