The Effects of Social Influence and Cognitive Dissonance on Travel Purchase Decisions

TLDR

Social influence and cognitive dissonance theories are applicable to travel purchases but have rarely been studied in hospitality research. The study experimentally assigned students to choose between green and nongreen resorts in a 2×3 design that varied social influence (majority, minority, none) via traveler reviews and pro‑environmental attitudes (high or low), and measured post‑decision dissonance and reduction tactics. When a minority of reviews favored the green resort, subjects were less likely to choose it, and those with strong pro‑environmental attitudes experienced dissonance after choosing a nongreen resort and, as predicted, rated the chosen resort more favorably and sought additional favorable information.

Abstract

Theories of social influence (Crano 2000) and cognitive dissonance (Festinger 1957) have clear applicability to travel purchases, but have rarely been investigated in hospitality research. An experimental study of students’ travel decisions for a spring break vacation was conducted. Subjects chose between a green and nongreen resort in a 2 × 3 experimental design that manipulated social influence (majority, minority, none) and pro-environmental attitudes (high or low). Social influence was in the form of traveler reviews that were either favorable or unfavorable. Postdecision dissonance and dissonance reduction tactics were measured. Subjects were less likely to choose a green resort when a minority of reviews favored that resort. Subjects with strong pro-environmental attitudes experienced dissonance when making a nongreen choice in this situation. Consistent with dissonance theory predictions, people evaluated the chosen resort more favorably than the alternative. They sought out more favorable information about the resort when they experienced dissonance.