Tag: Taylor Swift

Did Taylor Swift’s Fans Break Economics?

Image generated by GTP-4o of a woman singer performing at a concert.

The answer to the question in the title is “yes” according to a column by James Mackintosh in the Wall Street Journal. In the Apply the Concept “Taylor Swift Tries to Please Fans and Make Money,” in Chapter 11 of Microeconomics, we discussed how for her The Eras Tour, Taylor Swift reserved more than half of the concert tickets for her “verified fans.” The tickets sold to verified fans for an average price of $250.

On the resale market, prices of the tickets soared to $1,000 or more. Yet only about 5 percent of tickets purchased by verified fans were resold. Mackintosh’s wife and “eldest offspring” were in in the other 95 percent—they had purchased their tickets at a low price but wouldn’t resell them at a much higher price. Moreover—and this is where Mackintosh sees economics as breaking—if they didn’t already have the tickets they wouldn’t have bought them at the current high price.

Not being willing to buy something at a price you wouldn’t sell it for is inconsistent behavior because it ignores a nonmonetary opportunity cost. (As we discuss in Chapter 10, Section 10.4.) If Mackintosh’s wife won’t sell her ticket for $1,000, she incurs a $1,000 opportunity cost, which is the amount she gives up by not selling the ticket. The two alternatives—either paying $1,000 for a ticket or not receiving $1,000 by declining to sell a ticket—amount to exactly the same thing.

Mackintosh recognizes that the actions of his wife and offspring reflect what he calls a “mental bias,” which he correctly labels the endowment effect: The tendency to be unwilling to sell something you already own even if you are offered a price greater than the price you would be willing to buy the thing for if you didn’t already own it.

As we discuss in Chapter 10, the endowment effect is one of a number of results from behavioral economics, which is the study of situations in which people make choices that don’t appear to be economically rational. So, Mackintosh’s family—and other Swifties—didn’t break economics. Instead, they demonstrated one of the results of behavioral economics. 

Solved Problem: How Much Did Using a Ticket to a Taylor Swift Concert Cost You?

Supports: Microeconomics, Macroeconomics, Economics, and Essentials of Economics, Chapter 1.

Photo of Taylor Swift from the Wall Street Journal.

Suppose that as a “verified fan” of Taylor Swift, you are able to buy a ticket to one of her concerts for $215. The price of the ticket isn’t refundable. (We discuss how Taylor Swift handles the sale of tickets to her concerts in the Apply the Concept “Taylor Swift Tries to Please Fans and Make Money” in Microeconomics and in Economics, Chapter 10, and in Essentials of Economics, Chapter 7.) You had been hoping to work a few hours of overtime at your job to earn some extra money. The day of the concert, your boss tells you that the only overtime available for the next month is that night from 6 pm to 10 pm—the same time as the concert. Working those hours of overtime will earn you $100 (after taxes). You check StubHub and find that you can resell your ticket for $1,000 (afer paying StubHub’s fee).

Given that information, briefly explain which of the following statements is correct:

  1. If you attend the concert, the cost of using your ticket is $215—the price that you paid for it.
  2. If you attend the concert, the cost of using your ticket is $1,000—the amount you can resell your ticket for.
  3. If you attend the concert, the cost of using your ticket is $1,000 + $100 = $1,100—the amount you can resell your ticket for plus the amount you would have earned from working overtime rather than attending the concert.
  4. If you attend the concert, the cost of using your ticket is $1,000 + $100 – $215 = $885—the amount you can resell your ticket for plus the amount you would have earned from working overtime rather than attending the concert minus the price you paid to buy the ticket. 

Solving the Problem

Step 1: Review the chapter material. This problem is about the concept of opportunity cost, so you may want to review Chapter 1, Section 1.2.

Step 2: Solve the problem by using the concept of opportunity cost to determine which of the four statements is correct. Economists measure the cost of engaging in an activity as an opportunity cost—the value of what you have to give up to engage in the activity. Using this definition, only statement c. is correct; if you decide to use your ticket to attend the concert you will give up the $1,000 you could have received from selling the ticket plus the $100 you fail to earn as a result of attending the concert rather than working overtime. Note that the price you paid for the ticket isn’t relevant to your decision whether to attend the concert because the price of the ticket is nonrefundable. (The amount you paid for the ticket is a sunk cost because it can’t recovered. We discuss the role of sunk costs in decision making in Microeconomics and Economics, Chapter 10, Section 10.4, and in Essentials of Economics, Chapter 7, Section 7.4.)