Putting a price on popularity: Evidence from superstars in the National Basketball Association
利用NBA在线二手票务市场数据和球员缺阵公告，估计观众对超级明星的支付意愿，发现明星缺阵时票价下降4%-22%，且名气比生产力更能预测价格影响。
Abstract This study estimates spectator willingness‐to‐pay (WTP) for superstars in the National Basketball Association. Using microdata from an online secondary ticket marketplace and player absence announcements, I find 4%–22% ($4–$41) reductions in prices when superstars are announced to miss games. Additionally, LeBron James and Stephen Curry exhibit larger impacts in away games: 21% ($73/ticket) for James and 18% ($50/ticket) for Curry. The findings suggest popularity is a better predictor of WTP than productivity, and in line with existing superstar literature, popularity predicts price impacts convexly. This study provides a novel methodology to estimate superstar value, generating implications for the entertainment industry.