EXPERT ADVISORY – November 22, 2024 – R0139

With only a few dates left on the Taylor Swift Eras Tour, fans who haven’t experienced the concert phenomenon are hopeful they won’t have to pack up their friendship bracelets in defeat just yet.

But Brock University experts say those hoping to score last-minute tickets should be prepared to navigate high prices for everything related to the event, as well as protect themselves from bad actors trying to capitalize on the popularity of the record-breaking tour.

Associate Professor of Marketing Eric Dolansky says Taylor Swift’s popularity has generated “excitement, activity and anticipation, but also lots of higher prices for things like hotel rooms and parking.”

“Businesses can take advantage of this by charging more, due to the higher demand, though that is not always the best idea,” says the pricing expert who examines consumer decision-making as it pertains to prices and value. “If the customer is willing to hand over their money, though, are businesses and people — legitimate and otherwise — doing wrong by charging a lot, or just pricing according to expectations?”

Because the 22-month tour is now nearing its finale, Dolansky says demand for tickets and other events related to the tour is at an all-time high.

“Given the short timeframe for fans to experience the effects of her visit, many will feel like they might miss out, or the opportunity to enjoy is scarce,” he says. “This can lead to a greater perceived value of being in on the action, even if that doesn’t include the concert itself.”

Consumers thus have a “greater willingness to spend,” he says, which also makes it easier for scammers to take advantage of unsuspecting purchasers.

Associate Professor of Information Systems Francine Vachon says online fraudsters “try to target any asset of value,” pointing to the rash of fraudulent Taylor Swift tickets sold through social media as the most recent example.

Vachon suggests fans scouring the internet for tickets abide by the tried-and-true advice that “if an offer seems too good to be true — it probably is.”

Although people who fall victim to scams of this nature may sometimes feel somewhat helpless in the situation, she also says that contacting the police — and sometimes even the media — can provide options for recourse, as well as raising much-needed awareness that could prevent others from being targeted.

Vachon also shared tips to keep ‘Swifties’ safe while hunting for tickets:

• Purchase from reputable stores or resellers whenever possible.
• If purchasing on social media and the seller says they are a friend, acquaintance or relative, reach out to the person they are claiming to be by phone or in person to verify their identity.
• If it is safe to do so, consider meeting sellers in person and do not carry large amounts of cash. Beware of requests to pay by Interac, e-transfer, cash or crypto-currency online as such requests may be a red flag. Report sellers requesting these methods of payment.
• If the e-commerce platform being used offers appropriate consumer protection, pay by credit card using a secure payment platform such as PayPal, GooglePay or ApplePay. Should the transaction prove fraudulent, be aware that it may take a few days for the e-commerce platform to reverse the charges.
• Check the purchasing marketplace’s policies regarding fraudulent transactions and returns before buying.
• Report suspicious account activities as soon as possible to your credit card and banking institution, as well as to the police and the Canadian Anti-Fraud Centre.

Associate Professor of Marketing Eric Dolansky is available for media interviews on this topic.

For more information or for assistance arranging interviews:

 *Sarah Ackles, Communications Specialist, Brock University sackles@brocku.ca or 289-241-5483

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