Liverpool chief executive Ian Ayre has urged fans to "look at the facts" before taking part in a walkout protest about next season's ticket prices.
A supporters' group wants fans to leave their seats in the 77th minute of Saturday's home game against Sunderland in protest at the £77 top-priced ticket in the new main stand next term.
Ayre highlighted that 64% of season ticket prices will decrease or freeze.
"No-one is being priced out of the stadium," he said.
"There is a seat for everyone at the right price."