Beyond Excitement: How Behavioural Economics Shapes Your Concert Experiences

 Have you ever bought a ticket just because everyone else was going? Or spent more than you planned under the uncertainty and pressure created by the ticketing platform?

If that sounds familiar, keep reading, because your choices may not have been entirely your own. From fear of missing out (FOMO) and loss aversion to price discrimination and resellers, we look beyond excitement and explore how behavioural economics quietly empties your wallet.  

“Describing your ticket-buying experience in one word”

Figure 1: Word cloud of survey responses  

 

The word cloud above is a visual summary of how our 50 respondents described their ticket-buying experience, and the results tell a mixed story. Words like “stressful” “difficult” appear large and often, but some positive feelings like “excited” and “unforgettable” also stand out. Apparently, this process is both painful and rewarding.

 

Why Fans Can’t Wait

Over 70% of our respondents said they have missed out on at least one concert because tickets sold out before they could grab one. So why do tickets disappear this quickly?

Because fans buy months in advance, before knowing if the show will be any good. You face uncertainty on the setlist, the production quality, or how the artist is performing, yet you still click “buy”. That's asymmetric information, but it wouldn't force you to buy by itself. FOMO is what pushes you over the edge.

FOMO is that anxious feeling that everyone else is having an amazing time without you. In ticketing, it turns a calm decision into emotional panic. You're not just afraid of losing a seat. You're afraid of missing a shared cultural moment everyone will be talking about.

Ticketmaster knows this and exploits it through pre-sales and waiting rooms. When they show “10,000 people ahead” or “only a few left”, they’re framing each step as a closing window and a potential loss. Suddenly, buying during pre-sale isn't about getting a ticket anymore. It's about avoiding the loss of better seats, or any seat at all. 

To understand how uncertain buyers are in reality, we asked our respondents whether they think they are getting a good deal. The majority (72%) said they were either “somewhat certain” or “not certain at all”. In other words, most fans in our sample click “buy” without knowing if the price is fair

Figure 2: Ticketmaster waiting page. Source: Ticketmaster

We also use scarcity as a mental shortcut. If something is limited or selling fast, it must be worth having. When thousands want it, we feel safer following the crowd. Seeing sold-out shows later only confirms that buying early was the right decision. Finally, attachment to artists intensifies FOMO. When fans feel connected to a singer or group, missing the concert becomes an emotional loss.  

The Price of a Better View

 

Have you ever wondered why concert tickets are usually sold at different price levels? Would you choose a cheaper ticket with a worse view, or pay more for a front-row experience?

 

Even if companies cannot obtain detailed information about each of us, they can still set different prices for products and services based on individual preferences (Horton, 2026). Instead of charging a single price, concert tickets offer a range of options, such as standard tickets and VIP packages. The show costs the same to put on, but some fans will pay anything to be close; others just want to be in the room.

Figure 3: EXO PLANET #6 Bangkok seating map. Source: SM True, 2026

Our survey confirms this. When we asked why people attended concerts, the answers fell into two broad groups. Some said, "I planned it in advance" or "I didn’t want to miss out"; these were the ones willing to pay for VIP or resale markups. Others said, "friends were going" or "I found a good price", they tended to stick with cheaper seats. Same concert, very different wallets. And that's how artists turn your passion into their revenue — by letting you choose the willingness to pay. 

Inside Scalper Territory   

So, how much extra are fans actually willing to pay? If tickets were 20-30% higher, would they still buy? Interestingly, the majority (60%) of our respondents said “maybe”. Most people don’t know their limit until they're in the moment. Then we asked about the maximum markup they'd accept. Most said 30% or less, but for their absolute favorite artist? That number starts moving

Figure 4: Willingness to pay 20-30% above face value (n=50)

That uncertainty is exactly what scalpers count on. When a show is sold out, fans head to the secondary market, and that's where prices get crazy. During Taylor Swift's Eras Tour, one fan told BBC news she saw resale tickets listed for up to $20,000 (BBC News, 2023).

On top of that, secondary markets are poorly regulated, even platforms with buyer guarantees can’t eliminate the risk entirely, fake tickets and double selling still happen. Sure, you might get a refund, but the minute you’re standing at the door wondering if your ticket is fake? That alone could ruin your night.

Why Merchandise Means More Than You Think 

The same logic applies to concert merchandise. Items are often labelled as limited edition or event-exclusive, which create sense of scarcity and increases its value. Taylor Swift for example, generated $132 million in merchandise sales from her Eras Tour concerts (Billboard, 2023). And that’s what we saw in our survey: most of them said they bought something, whether for the exclusivity, to remember the experience, or just because they liked the product

Figure 5: Concert merchandise for Blackpink. Source: Official artist’s Weibo account

But merchandise isn’t just about buying a product. It also sends a signal. Wearing a tour hoodie communicates participation, therefore conveying “I was there.”

Sometimes we don’t buy things just because they’re useful. We also buy them to build identity and feel like we belong to a larger community. Concert merchandise is therefore symbolic, tied to memory, status and shared experience. Not buying it? Two days later you're scrolling through social media seeing everyone with theirs, and you're left feeling like your concert experience is incomplete. 

One Last Thing:

Don't let FOMO convince you that this one show is your only shot. The artists will tour again, and another chance will come. In the meantime, know your price limit before queueing and stick to trusted resale sites if you miss out. And remember that missing one show won't ruin your life. What's meant for you won't miss you.

Reference List:  

Authors' survey. (2026). Survey on concert ticket buying behaviour among 50 respondents [Unpublished raw data]. 

BBC News. (2023). Ticketmaster apologises for Taylor Swift tour sales fiasco. Available at: https://www.bbc.co.uk/news/entertainment-arts-64384304 (Accessed 24 April 2026) 

Billboard. (2023). Taylor Swift grossed almost $2B this year from her music, movie, touring and concert merchandise. Available at: https://www.billboard.com/business/business-news/taylor-swift-earned-2-billion-music-movie-touring-1235555994/ (Accessed 24 April 2026) 

Horton, Melissa. “The Three Degrees of Price Discrimination: Pricing Strategies  Unveiled.”Investopedia, 2026, Available at: www.investopedia.com/ask/answers/042415/what-are-different-types-price-discrimination-and-how-are-they-used.asp#toc-second-degree-price-discrimination-explained-bulk-buying-and-discounts. (Accessed 19 April 2026)