Using Modified Dutch Auctions To Set Ticket Prices

This presentation will show how a declining price multi-unit auction can be used to set optimal prices for event tickets. A novel feature of this system is that everyone in the same section pays the same price (“uniform pricing”). This presentation will posit that uniform pricing does not decrease revenue compared to discriminatory pricing, is less strategically complex for buyers and allows cleaner demand estimation and hence more informed pricing. There will also be case discussion of the use of this system at Northwestern University.

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