We analyze the relationship between attendance, outcome uncertainty, and team quality in the National Hockey League (NHL). Based on the results from a reduced form model of attendance at 6,054 regular season NHL games from 2005-2006 to 2009-2010, we find evidence that attendance increases when fans expect the home team to win, but holding this constant, attendance falls for games expected to be close. An asymmetric relationship exists between expected game outcomes and attendance, suggesting the need for an expanded definition of the Uncertainty of Outcome Hypothesis that includes aspects of consumer decision making under uncertainty.
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