games scheduled during April and May. With daily attendance in both leagues substantially lower during the first third of the season, lower prices might have an important positive effect, attracting more fans to games before school is out and before the season's division races and individual player performance levels have been established. Like other recommendations, this decision should be based on comparison of marginal revenue and marginal cost.
Fans' behavior in 1995 clearly demonstrated that they had yet to forget or forgive MLB owners and players for the 1994 strike. Neither our study nor any others we have examined model the behavior of angry fans. Until this anger subsides, prediction and recommendation are fraught with more than the usual uncertainty. Nonetheless, our model suggests several steps owners can take to increase attendance.