What did the studies by Peng Cui and Wiggins investigate about concert tickets?

• A. The cost of producing tickets
• B. Aesthetic value of concert posters
• C. The effect of pricing messages on willingness to pay
• D. The effect of concert location on attendance

Answer: (C)

Pricing messages shape how valuable a ticket feels to someone. Cui and Wiggins explored how the way price is presented—such as showing a reference price alongside a discount or framing the price in a way that signals value—changes how much a person says they would be willing to pay for a concert ticket. This isn’t about how much it costs to produce tickets, nor about the design of posters, nor about where the concert is located and how that affects attendance. It’s about how price framing and cues influence perceived value and, in turn, willingness to pay.