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Using reminders with reward opportunities to reduce spectator no-show behavior

Author

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  • Schreyer, Dominik
  • Bickley, Steve J.
  • Chan, Ho Fai (Ben)
  • Schmidt, Sascha L.
  • Torgler, Benno

Abstract

Because no-show behavior leads to operational inefficiencies and diminishing returns for service firms, in particular, a growing number of authors have demonstrated the potential of using reminders to reduce no-show rates. However, given the highly contextually driven nature of these previous studies, it remains unclear whether reminders are also an effective means to reduce no-show behavior in a sports environment. Analyzing individual behavioral responses of 13,911 season ticket holders of a German football team, we conduct an experimental exploration of the potential for using reminders with reward opportunities in a sporting setting. According to the results of our large-scale experiment, reminders only have a short-term effect that operates most effectively through a monetary gift reward with no persistent behavioral change in subsequent games. As such, replicating and extending previous research findings in alternative environments is vital for avoiding premature assumptions about the potential effectiveness of otherwise already well-established measures.

Suggested Citation

  • Schreyer, Dominik & Bickley, Steve J. & Chan, Ho Fai (Ben) & Schmidt, Sascha L. & Torgler, Benno, 2025. "Using reminders with reward opportunities to reduce spectator no-show behavior," Journal of Business Research, Elsevier, vol. 193(C).
    • Handle: RePEc:eee:jbrese:v:193:y:2025:i:c:s0148296325001419
    DOI: 10.1016/j.jbusres.2025.115318
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    References listed on IDEAS

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    1. Dominik Schreyer, 2019. "Football spectator no-show behaviour in the German Bundesliga," Applied Economics, Taylor & Francis Journals, vol. 51(45), pages 4882-4901, September.
    2. Uri Gneezy & Stephan Meier & Pedro Rey-Biel, 2011. "When and Why Incentives (Don't) Work to Modify Behavior," Journal of Economic Perspectives, American Economic Association, vol. 25(4), pages 191-210, Fall.
    3. Dominik Schreyer & Benno Torgler, 2021. "Predicting season ticket holder no-show behaviour: more nuanced evidence from Switzerland," Applied Economics, Taylor & Francis Journals, vol. 53(48), pages 5549-5566, October.
    4. Dominik Schreyer & Anton Behrens, 2024. "Die Relevanz des Stadionpublikums im globalisierten Teamsport," Springer Books, in: Anton Behrens & Sebastian Björn Bauers & Gregor Hovemann (ed.), Entwicklungstendenzen im Sportmanagement, chapter 0, pages 251-268, Springer.
    5. Bryson, Alex & Dolton, Peter & Reade, J. James & Schreyer, Dominik & Singleton, Carl, 2021. "Causal effects of an absent crowd on performances and refereeing decisions during Covid-19," Economics Letters, Elsevier, vol. 198(C).
    6. Miriam Bruhn & David McKenzie, 2009. "In Pursuit of Balance: Randomization in Practice in Development Field Experiments," American Economic Journal: Applied Economics, American Economic Association, vol. 1(4), pages 200-232, October.
    7. Gary Charness & Uri Gneezy, 2009. "Incentives to Exercise," Econometrica, Econometric Society, vol. 77(3), pages 909-931, May.
    8. James Heckman, 2013. "Sample selection bias as a specification error," Applied Econometrics, Russian Presidential Academy of National Economy and Public Administration (RANEPA), vol. 31(3), pages 129-137.
    9. Caroline Amberger & Dominik Schreyer, 2024. "What do we know about no‐show behavior? A systematic, interdisciplinary literature review," Journal of Economic Surveys, Wiley Blackwell, vol. 38(1), pages 57-96, February.
    10. Schreyer, Dominik & Schmidt, Sascha L. & Torgler, Benno, 2016. "Against all odds? Exploring the role of game outcome uncertainty in season ticket holders’ stadium attendance demand," Journal of Economic Psychology, Elsevier, vol. 56(C), pages 192-217.
    11. Giacomo Calzolari & Mattia Nardotto, 2017. "Effective Reminders," Management Science, INFORMS, vol. 63(9), pages 2915-2932, September.
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