Dissertation: Participatory Pricing in Sport: An Examination of Name-Your-Own-Price and Pay-What-You-Want Pricing

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1 EDUCATION Jason D. Reese, Ph.D. Assistant Professor of Marketing Department of Management, Marketing, & International Business Nelson Rusche College of Business Stephen F. Austin State University McGee Business Building, Room 403R P.O. Box 13070, SFA Station Nacogdoches, Texas Doctor of Philosophy Texas A&M University, December 2012 Emphasis: Sport Management Cognate: Marketing Dissertation: Participatory Pricing in Sport: An Examination of Name-Your-Own-Price and Pay-What-You-Want Pricing Master of Science Texas A&M University, May 2010 Emphasis: Sport Management Thesis: Fan Satisfaction with the Season Ticket Sales Process Bachelor of Science University of Mary Hardin-Baylor, May 2008 Major: Sport Management PROFESSIONAL EXPERIENCE 2014 Present Assistant Professor of Marketing Coordinator of Sports Business Program Nelson Rusche College of Business (AACSB accredited) Stephen F. Austin State University Assistant Professor of Sport Management University of Mary Hardin-Baylor Instructor of Sport Management University of Mary Hardin-Baylor Graduate Teaching Assistant Texas A&M University Research Manager Center for Sport Management Research & Education Texas A&M University

2 Reese CV 2 RESEARCH INTERESTS My research interests lie in the area of sport marketing for professional and intercollegiate athletics, as well as participant and recreational sport. Within this research area, my current interests focus on pricing of sport related products, consumer price perceptions, and consumer behavior to price changes in the sport industry. PUBLISHED PEER REVIEWED JOURNAL ARTICLES (N=10) 10. Ballouli, K., & Reese, J. D., & Brown, B. (Accepted, in press). Effects of Emotions and Team Identification on Pricing in the Secondary Ticket Market. Sport, Business, & Management: An International Journal. 9. Allen, C., & Reese, J. D. (2016) Profiling the Sports Blogosphere. Global Sport Business Journal, 4(2). 8. Rishe, P., Sanders, D., Reese, J. D., & Mondello, M. (2016). A Heterogeneous Analysis of Secondary Market Behavior at College Football Bowl Games. Sport Marketing Quarterly, 25(2), Rishe, P., Reese, J. D., & Boyle, B. (2015). Secondary market behavior during college football s postseason: Evidence from the 2014 Rose Bowl and BCS Championship game. International Journal of Sport Finance, 10(4), Rishe, P., Reese, J. D., & Boyle, B. (2015). How event significance, pent-up demand, playoff oversaturation and series-clinching euphoria can impact secondary market behavior in Major League Baseball s postseason. Journal of Sport Management & Commercialization, 6(1), Reese, J. D., Brown, B., & Bennett, G. (2015). Required donations: An empirical test of Prospect Theory & framing of per-seat contributions in intercollegiate athletics. Global Sport Business Journal, 3(1), Reese, J. D. (2015). Rugged & exciting: Examining the personality of a mixed martial arts brand. Journal of Contemporary Athletics, 9(2), Reese, J. D. & Kerr, M. (2013). Price tiers as antecedents of event quality in the sport industry. International Journal of Revenue Management, 7(2), Reese, J. D., & Bennett, G. (2013). Fan satisfaction with the season ticket sales process. Journal of Contemporary Athletics, 7(2), Ballouli, K., Hutchinson, M, Cattani, K., & Reese, J. D. (2013). A qualitative inquiry into motivations to participate in fantasy football. International Journal of Sport Management, 14(2),

3 Reese CV 3 ARTICLES UNDER REVIEW IN PEER REVIEWED JOURNALS (N=4) 4. Kahla, M., O Neal, L., Crocker, R. M., & Reese, J. D. (under review). Lone Star Olive Ranch. Journal of the International Academy for Case Studies. 3. Kahla, M., Reese, J. D., & Crocker, R. M. (under review). Mucha lucha! Building a brand. Journal of the International Academy for Case Studies. 2. Reese, J. D., & Crocker, R. M. (under review). Financially independent athletics. Journal of the International Academy for Case Studies. 1. Rishe, P., Reese, J. D., Boyle, B., & Sanders, D. (under review). The Argument for Dynamic Pricing and Futures Markets at March Madness: Evidence from the 2015 Division I Men s Basketball Championships. International Journal of Sport Finance. PEER REVIEWED CONFERENCE PROCEEDINGS (N=30) 30. Reese, J. D. (2016, February). The Case for Participatory Pricing: Results from GSBA Grant. Presented at the Global Sport Business Association Annual Conference, Miami, FL. 29. Reese, J. D., Crocker, R. M., Kahla, M., & Allen, C. (2016, February). Broadcasters, a Mid- Major FCS School, & Conditions of Success: A Case Study of an ESPN 3 Agreement. Presented at the Global Sport Business Association Annual Conference, Miami, FL. 28. Ballouli, K., Reese, J. D., & Brown, B. (2015, October). Carryover Effects of Emotions on Sport Consumers Economic Decisions. Presented at the Sport Marketing Association Annual Conference, Albuquerque, NM. 27. Reese, J. D., & Lobpries, J. (2015, October). Pay-What-You-Want: An Empirical Test in Professional Softball. Presented at the Sport Marketing Association Annual Conference, Albuquerque, NM. 26. Reese, J. D. (2015, April). Rugged & exciting: Examining the personality of a mixed martial arts brand. Presented at the Annual SFASU Bright Ideas Conference, Nacogdoches, TX. 25. Allen, C., & Reese, J. D. (2015, March) Profiling the Sports Blogosphere. Presented at the Annual Clute Institute International Business Conference, San Juan, Puerto Rico. 24. Reese, J. D., Kahla, M., & O Neal, L. (2015, March). Designing Curriculum for a Sports Marketing: A Model and Case Study Approach. Presented at the American Marketing Association International Collegiate Conference, New Orleans, LA. 23. Reese, J. D. (2015, February). The Case for Participatory Pricing. Presented at the Global Sport Business Association Annual Conference, Miami, FL. 22. Reese, J. D., Plunk, J., & Crocker, R. M. (2015, February). Motivations of Trail Ultra Runners (MOTUR): Message Framing. Presented at the Global Sport Business Association Annual Conference, Miami, FL.

4 Reese CV Reese, J. D., Shapiro, S., Drayer, J., Rascher, D., DeSchriver, T., & Alexander, J. (2014, May). Nobody beats our price : Examining current pricing theory and strategy within the sport industry. Presented at the North American Society for Sport Management Annual Conference, Pittsburgh, PA. 20. Reese, J. D., & McPherson, L. (2014, May). Pricing tactics used by professional & intercollegiate sport organizations. Presented at the North American Society for Sport Management Annual Conference, Pittsburgh, PA. 19. Wakefield, L., Bennett, G., & Reese, J. D. (advisor) (2014, May). Effects of Construal Level Theory on price sensitivity and perceived value of branded products. Presented at the North American Society for Sport Management Annual Conference, Pittsburgh, PA. 18. Reese, J. D., Plunk, J., & Kerr, M. (2013, October). Endurance trail runners perceptions and behaviors at a 100 and 50 mile race. Presented at the Sport Marketing Association Annual Conference, Albuquerque, NM. 17. Lobpries, J., Reese, J. D., & Melton, N. (2013, October). Representing the female athlete brand: An exploratory study. Presented at the Sport Marketing Association Annual Conference, Albuquerque, NM. 16. Reese, J. D., Bennett, G., & Cunningham, G.B. (2013, May). Participatory pricing in sport: An examination of name-your-own-price and pay-what-you-want pricing. Presented at the North American Society for Sport Management Annual Conference, Austin, TX. 15. Reese, J. D. & Batista, P. (2013, February). Cultural intelligence. Presented at the Global Sport Business Association Annual Conference, Miami, FL. 14. Reese, J. D. & Plunk, J. (2013, February). Save the rainforest For me! A case study on the management and marketing of adventure running races in Central & South America. Presented at the Global Sport Business Association Annual Conference, Miami, FL. 13. Reese, J. D. & Ross, W.B. (2012, November). The direct economic impact of a division III men s basketball conference championship. Presented at the Sport Entertainment & Venues Tomorrow Annual Conference, Columbia, SC. 12. Reese, J. D. & Brown, B. (2012, November). The journey of our students: An ethical and moral framework for sport management education. Presented at the Sport Entertainment &Venues Tomorrow Annual Conference, Columbia, SC. 11. Reese, J. D. (2012, October). Current uses of participatory pricing in sport. Presented at the Sport Marketing Association Annual Conference, Orlando, FL. 10. Reese, J. D., & Kerr, M. (2012, March). Price tiers as antecedents of event quality in the sport industry. Presented at the Association of Marketing Theory & Practice Annual Conference, Myrtle Beach, SC.

5 Reese CV 5 9. Brown, B., Ballouli, K., & Reese, J. D. (2012, March). Spectator-based brand equity and university-held pep rallies. Presented at the Association of Marketing Theory & Practice Annual Conference, Myrtle Beach, SC. 8. Reese, J. D., & Bennett, G. (2011, November). Sponsorship effectiveness in the Ultimate Fighting Championship. Presented at the Sport Entertainment & Venues Tomorrow Annual Conference, Columbia, SC. 7. Reese, J. D., & Bennett, G. (2011, October). Brand attributes, attitudes, and involvement: Action sports sponsors and events. Presented at the Sport Marketing Association Annual Conference, Houston, TX. 6. Reese, J. D., Brown, B., & Bennett, G. (2011, October). Required donations: An empirical test of prospect theory & framing of per-seat contributions in intercollegiate athletics. Presented at the Sport Marketing Association Annual Conference, Houston, TX. 5. Reese, J. D. & Ballouli, K. (2011, March). Violence in mixed martial arts: A review of concepts, research, and practice. Presented at the American Alliance for Health, Physical Education, Recreation, & Dance Annual Conference, San Diego, CA. 4. Reese, J. D. & Bennett, G. (2011, March). Required donations: A conceptual framework of prospect theory & framing of per-seat contributions in intercollegiate athletics. Presented at the Association of Marketing Theory & Practice Annual Conference, Panama City, FL. 3. Reese, J. D., Ballouli, K., & Bennett, G. (2010, October). Measuring the influence of social media on television viewership. Presented at the Sport Marketing Association Annual Conference, New Orleans, LA. 2. Reese, J. D. & Bennett, G. (2010, October). Brand personality of mixed martial arts. Presented at the Sport Marketing Association Annual Conference, New Orleans, LA. 1. Reese, J. D., & Bennett, G. (2010, June). Fan satisfaction with the season ticket selling process. Presented at the North American Society for Sport Management Annual Conference, Tampa, FL. INVITED INTERNATIONAL PRESENTATIONS (N=2) 2. Reese, J. D. (2012, July). Sport Pricing. Invited breakout session at Deutsche Sporthochschule Köln The German Sport University, Cologne, Germany. 1. Reese, J. D. (2011, July). International Sport Sponsorship. Invited breakout session at Deutsche Sporthochschule Köln The German Sport University, Cologne, Germany. TEACHING SYMPOSIUM PRESENTATIONS (N=4) 4. Reese, J. D., & Kerr, M. D. (2014, May). Daily industry case studies. Teaching & Learning Fair Presentation at the North American Society for Sport Management Annual Conference,

6 Reese CV 6 Pittsburgh, PA. 3. Reese, J. D., Plunk, J. R., & Kerr, M. D. (2013, October). Branding of international sport businesses: A teaching case competition. Teaching Symposium Presentation at the Sport Marketing Association Annual Conference, Albuquerque, NM. 2. Reese, J. D. (2013, June). Planning, organizing, & implementing a 5K running event. Teaching & Learning Fair Presentation at the North American Society for Sport Management Annual Conference, Austin, TX. 1. Reese, J. D. (2012, October). Group sales partnership with D-League team. Teaching Symposium Presentation at the Sport Marketing Association Annual Conference, Orlando, FL. BOOK CHAPTERS (N=3) 3. Reese, J. D. (2014). The Olympics. In G. Bennett, K. Ballouli, & W. Sutton (Eds.), International Sport Business. College Station, TX: Center for Sport Management Research and Education. ISBN: Reese, J. D. (2014). The Money is Obscene: International Sport Finance. In G. Bennett, K. Ballouli, & W. Sutton (Eds.), International Sport Business. College Station, TX: Center for Sport Management Research and Education. ISBN: Brown, B., & Reese, J. D. (2014). They Did All This Without the Internet?: A Brief History of International Sport Business. In G. Bennett, K. Ballouli, & W. Sutton (Eds.), International Sport Business. College Station, TX: Center for Sport Management Research and Education. ISBN: PUBLISHED BOOK REVIEWS (N=1) 1. Reese, J. D. (2012). Sport Finance and Management: Real Estate, Entertainment, and the Remaking of the Business. Journal of Sport Management, 27(1), ENCYLOPEDIA ENTRIES (N=11) 11. Reese, J. D. (2011). Clutter sponsorship [or advertising]. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 10. Reese, J. D. (2011). Customer satisfaction. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 9. Reese, J. D. (2011). Group sales. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 8. Reese, J. D. (2011). Pay per view (PPV) sports. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage.

7 Reese CV 7 7. Reese, J. D. (2011). Place, defined for sports. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 6. Reese, J. D. (2011). Point-of-sale (POS), point of purchase (POP) display. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 5. Reese, J. D. (2011). Premium seating. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 4. Reese, J. D. (2011). Price discrimination. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 3. Reese, J. D. (2011). Relationship marketing. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 2. Reese, J. D. (2011). Target market. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. 1. Reese, J. D. (2011). Ticket price, tiers. In L. E. Swayne & J. G. Golson (Eds.), Encyclopedia of sports management and marketing. Thousand Oaks, CA: Sage. PUBLISHED ABSTRACTS (N=6) 6. Reese, J. D. (2015, February). The Case for Participatory Pricing. Presented at the Global Sport Business Association Annual Conference, Miami, FL. 5. Reese, J. D., Plunk, J., & Crocker, R.M. (2015, February). Motivations of Trail Ultra Runners (MOTUR): Message Framing. Presented at the Global Sport Business Association Annual Conference, Miami, FL. 4. Reese, J. D. & Ross, W.B. (2012). The direct economic impact of a division III men s basketball conference championship. Sport Entertainment & Venues Tomorrow Proceedings. 3. Reese, J. D. & Brown, B. (2012). The journey of our students: An ethical and moral framework for sport management education. Sport Entertainment & Venues Tomorrow Proceedings. 2. Reese, J. D., & Ballouli, K. (2011). Violence in mixed martial arts: A review of concepts, research, and practice. Research Quarterly for Exercise & Sport. 1. Reese, J. D., & Bennett, G. (2011). Sponsorship Effectiveness in Ultimate Fighting Championship. Sport Entertainment & Venues Tomorrow Proceedings. GRANT ACTIVITY (N=2) 3. Reese, J. D. (2015). Global Sport Business Association. Junior Faculty Research Grant Competition. Funded $800.

8 Reese CV 8 2. Reese, J. D. (2011). Office of Graduate Studies travel grant. Department of Health & Kinesiology, Texas A&M University. Funded $ Reese, J. D. (2010). Health & Kinesiology Graduate Student Committee travel grant. Department of Health & Kinesiology, Texas A&M University. Funded $500. TEACHING ACTIVITY Stephen F. Austin State University: Marketing of Services Sports Marketing (Class Coordinator) Sports Promotion (Class Coordinator) International Sports Marketing (Class Coordinator) University of Mary Hardin-Baylor: Sport Marketing Sport Finance Economics in Sport International Sport Business Research Methods in Sport Management Sport Venue & Event Management Communication in Sport Sociology of Sport Sport Business in Europe Study Abroad: Sport Marketing Governance of Sport Texas A&M University: Sport Marketing (Graduate - Online Course Development) Marketing Aspects of Sport (Undergraduate - Online Course Development) International Sport Business (Undergraduate - Online Course Development) Health & Fitness (Running, Beginning Ice Hockey, & Strength Training) Activity (Beginning Ice Hockey, Swimming, & Strength Training) SERVICE University Level Stephen F. Austin State University: Faculty Advisor American Marketing Association, Rusche College of Business, 2014 Present Senator SFASU Faculty Senate, Rusche College of Business Representative, 2016 Present Advisory Board Member Lumberjack Sports Institute, Athletics Department, 2015 Present Coordinator Sports Business Assessment, Rusche College of Business, 2015 Present Coordinator Sports Business BBA/Minor Proposal, Rusche College of Business, Coordinator Sports Business in Europe Study Abroad Program, Rusche College of Busines, 2016 Grand Chapter Advisor Alpha Sigma Phi, Stephen F. Austin Colony, 2015 Member Student Affairs Committee, Rusche College of Business,

9 Reese CV 9 Member Scholarship Committee, MMIB Dept., Rusche College of Business, 2015 Present Member - Faculty Search Committee, Clinical Instructor of Hospitality Administration, 2016 Member - Faculty Search Committee, Instructor of Management, 2016 Member International Friendship Program, Office of International Programs, 2014 Member AACSB Task Force, Rusche College of Business, 2015 Present Member Mr. & Miss SFA Selection Committee, SFA Alumni Assocaition, 2015 Faculty Advisor SFA Bass Fishing Club, Campus Recreation, 2015 Present Faculty Advisor SFA Chapter, The Society for Collegiate Leadership & Achievement, 2016 Present Presenter College of Business Brown Bag Research Faculty Presentations, 2016 University of Mary Hardin-Baylor: Study Abroad Coordinator, Sport Business in Europe, 2011 Secretary, Outdoor Recreation Committee, Member, Admissions & Financial Aid Committee, Co-Leader, UMHB Student Ski Trip, Faculty Assistant, UMHB 5K, Study Abroad Assistant, Activity Adventures in Panama, 2012 Leader, Kids Olympics, Bonn, Germany, 2012 Co-Leader, UMHB Student Summer Escapes, 2012 Faculty Search Committee, EXSS Generalist, 2011 Faculty Search Committee, EXSS Generalist, 2013 Faculty Assistant, Chisholm Trail Bike Ride, 2013 Professional Level Assocaite Editor Global Sport Business Journal, 2015 Present Member-At-Large Executive Council, Alliance for Sport Business, 2015 Present Editorial Board Global Sport Business Journal, 2013 Present Reviewer Sport Marketing Association Conference, 2013 Present Reviewer Journal of Applied Marketing Theory, 2014 Present Reviewer Sport, Business, Management: An International Journal, 2016 Present Reviewer Sport Entertainment & Events Tomorrow Conference, 2012 Member Sport Marketing Association, 2010 Present Member North American Society for Sport Management, 2010 Present Member Global Sport Business Association, 2013 Present Member Texas Association of Sports Offcials, 2009 Present Member NCAA College Football Officiating, 2012 Present Member American Marketing Association, 2014 Present Community Level Board Member Nacogdoches Convention & Visitors Bureau Board of Directors, Chair Marketing Committee, Nacogdoches CVB, 2015 Present Assigning Secretary SFA Chapter, Texas Association of Sports Offcials, 2015 Present Member Nacogdoches Jaycees, 2015 Present Vice President Individual Membership Development, 2016 Board Member Director Position Chair Boots & Brew Organizing Committee, 2015 & 2016 Volunteer Red Dirt Mud Run, Volunteer Freedom Fest, 2015

10 Reese CV 10 Volunteer Nacogdoches Professional Rodeo, Volunteer Jaycees Haunted House, 2015 Member - Nacogdoches Sports Advisory Council, 2015 Present Volunteer Nacogdoches Blueberry Festival, 2015 AWARDS AND RECOGNITION Rusche Faculty Scholar Rusche College of Business, 2016 Outstanding Intellectual Contribution Award Nominee Rusche College of Business, 2016 Outstanding Service/Experiential Learning Award Nominee Rusche College of Business, 2016 Distinguished Service Award Nominee Rusche College of Business, 2016 GUEST LECTURES (N=10) 10. Reese, J. D. (Summer 2013): Sport pricing. Sport Management 423, Marketing Aspects of Sport (Undergraduate), Texas A&M University. 9. Reese, J. D. (Fall 2011): Sport pricing. Sport Management 615, Sport Marketing (Graduate), Texas A&M University. 8. Reese, J. D. (Spring 2011): Sport pricing. Sport Management 423, Marketing Aspects of Sport (Undergraduate), Texas A&M University. 7. Reese, J. D. (Spring 2011): Branding in sport. Sport Management 423, Marketing Aspects of Sport (Undergraduate), Texas A&M University. 6. Reese, J. D. (Spring 2011): Sport marketing research. Sport Management 423, Marketing Aspects of Sport (Undergraduate), Texas A&M University. 5. Reese, J. D. (Spring 2011): Research in sport management: An overview and practical uses. Sport Management 482, Writing Seminar in Sport Management (Undergraduate), Texas A&M University. 4. Reese, J. D. (Fall 2010): Sport marketing research. Sport Management 615, Sport Marketing (Graduate), Texas A&M University. 3. Reese, J. D. (Spring 2010): The sport industry environment: Globalization, ethics, & social responsibility. Sport Management 333, Sport Management (Undergraduate), Texas A&M University. 2. Reese, J. D. (Spring 2010): Symbols, stats, & styles in research presentations. Sport Management 601, Research Methods (Graduate), Texas A&M University. 1. Reese, J. D. (Fall 2009): Sport sponsorship. Sport Management 615, Sport Marketing (Graduate), Texas A&M University.

11 Reese CV 11 SPORT INDUSTRY EXPERIENCE 2009 Present Interscholastic Sports Official Football, Basketball, & Baseball Texas Association of Sports Officials (TASO) & University Interscholastic League (UIL), College Station, Temple, & SFA Chapters Sales Associate Round Rock Express Baseball Club, Round Rock, TX Arena Manager Mayborn Campus Center, University of Mary Hardin-Baylor Fitness Center Manager Mayborn Campus Center, University of Mary Hardin-Baylor Research Assistant Department of Exercise & Sports Science, Exercise Physiology Lab, University of Mary Hardin-Baylor Fitness Center Associate Mayborn Campus Center, University of Mary Hardin-Baylor INDUSTRY CONSULTING EXPERIENCE 2015 Party N Things, Marketing/Research Consultant, Nacogdoches, TX 2015 Dallas Charge, Marketing Consultant, Dallas, TX Red Dirt Mud Run, Research Consultant, Nacogdoches, TX 2015 Armstrong County Museum, Marketing Consultant, Claude, TX 2015 Chef Hernandez Restaurant Group, Marketing Consultant, San Antonio, TX 2015 Portraits of Freedom Art Exhibit, Marketing Consultant, Nacogdoches, TX Tejas Trails Running Events, Marketing Consultant, Austin, TX