On the airline experiment: says if the person sitting next to you purchases something, you're 30% more likely to purchase something. Isn't the person next to y

On the airline experiment: says if the person sitting next to you purchases something, you're 30% more likely to purchase something. Isn't the person next to you more likely to be your friend or family member? What portion of people travel alone? And if they're related, chances are high they have similar expectations/acceptance of in-flight purchases. Edit: found this article with more details: https://www.gsb.stanford.edu/insights/pedro-m-gardete-fellow-airline-passengers-influence-what-you-buy https://www.gsb.stanford.edu/insights/pedro-m-gardete-fellow... Apparently, if they have the same reservation #, it doubles.