The Social Multiplier of Leisure: Peer Effects in Museum Attendance

This study uses a unique longitudinal data set on daily museum visits in Northern Italy to investigate how social networks influence leisure consumption. Based on detailed administrative records of museum cardholders, we use repeated joint visits to build a dynamic network of peers. We identify peer effects that exploit exogenous variation in membership prices generated by age-based discounts. We find robust evidence of peer spillovers in both museum attendance and membership renewal, primarily driven by a preference for shared experiences. These results underscore the role of social interactions in shaping leisure demand and support the view that social networks can amplify individual behavior. More broadly, our findings contribute to the understanding of peer dynamics in settings where consumption is inherently social.