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Identification. sympathy and willingness to pay


  • José Manuel Sánchez Santos

    (Department of Applied Economy, Faculty of Economics and Business Studies, University of A Coruña, A Coruña, Spain)

  • José Atilano Pena López

    (Department of Applied Economy, Faculty of Economics and Business Studies, University of A Coruña, A Coruña, Spain)


The present study analyzes the effects of sympathy and identification between sports fans and clubs in the recognition of willingness to pay in favor of these organizations. With this objective, after reconsidering the diverse approaches to this type of bonds, we propose in the first part a theoretical model that considers the psychosociological factors which affect the willingness to pay for this kind of goods and services that have characteristics similar to public goods. This model allows us to extract two hypotheses on the interrelation between sympathy, income and willingness to pay. In the second part, we put these hypotheses to the test. The results establish, as predicted, that identification or sympathy with a club constitutes an important causal factor in its valuation, although income has no causal relation with this. Both can explain some irregularities found within the contingent valuation method.

Suggested Citation

  • José Manuel Sánchez Santos & José Atilano Pena López, 2012. "Identification. sympathy and willingness to pay," Cuadernos de Economía - Spanish Journal of Economics and Finance, Asociación Cuadernos de Economía, vol. 35(97), pages 33-42, Abril.
  • Handle: RePEc:cud:journl:v:35:y:2012:i:97:p:33-42

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    Sympathy; Willingness to pay; Contingent Valuation; Demand for sports;

    JEL classification:

    • D3 - Microeconomics - - Distribution
    • Z19 - Other Special Topics - - Cultural Economics - - - Other
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification


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