If you’ve ever chatted with Noise New Media for more than a few minutes, you’ve probably heard us talk about at least one of the following: Steve’s Buick Grand National muscle car, Drew and Justin’s love/hate relationship, my deep disappointment in what The Discovery Channel has done for Australian tourism (all those snakes and spiders!), and—most importantly—the value of selling Fair tickets online.
The Value of Advance Ticket Sales
There are plenty of obvious reasons why advance online ticket campaigns are critical these days, offering major benefits to events. Early ticket sales bring in much-needed cash flow, make entry processing smoother, and separate the gate purchase from the on-site cost of food and rides—meaning more money gets spent inside the Fair. And of course, arguably the biggest advantage is the data you collect. Remind me again, how many email addresses do you get at the gate?
The Psychology of Precommitment
But today, I want to talk about another reason that doesn’t get nearly enough attention: The Psychology of Precommitment.
Buying a ticket in advance does more than just secure entry—it creates a psychological anchor that shapes future decisions and social interactions. This ties directly into commitment and consistency bias, a principle identified by psychologist Robert Cialdini in his book Influence: The Psychology of Persuasion, which suggests that once people make a choice, they tend to align their behavior with that decision. If someone has already bought a ticket to the Fair, they’re far more likely to confidently state, “I’m going to the Fair on Saturday,” when asked about their weekend plans. This precommitment effect doesn’t just lock in their attendance—it also turns them into an advocate, nudging friends to join and reinforcing their own decision.
The Role of Post-Purchase Rationalization
Post-purchase rationalization plays a role here too. People naturally want to justify their past decisions, convincing themselves that buying a ticket was a great idea—after all, if they spent money on it, it must be worth it! This psychological investment makes them even more excited for the event and more likely to encourage others to come along.
On the flip side, if they haven’t bought a ticket yet, they remain in an open-choice mindset, where their plans are fluid and easily influenced by external factors. Instead of anchoring to the Fair, they may get pulled into an open-ended discussion about other possibilities, leaving room for different plans to take shape. “Oh, a BBQ at your place does sound fun... I’ll bring my deviled eggs!”
The Social Currency of Advance Tickets
Simply put, the social currency of buying a ticket in advance is far greater than one purchased at the gate—it doesn’t just get you into the Fair, it solidifies the Fair as THE plan, rather than just one of many options.
By securing a ticket early, people psychologically commit to attending and—whether they realize it or not—become ambassadors for the event, reinforcing both their own excitement and the broader social momentum that drives attendance.
Have you ever found yourself convincing someone to come to an event after you bought your ticket? Exactly.
M
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