Imagine you just moved to a new town. You take a break from the unpacking to go grab a cup of coffee and you see these two cafes.
Which one would you go to?
If you’re like most of us, you’d go to cafe A. Why? Because it’s crowded - the coffee there must be great, right? Welcome to the bandwagon effect, a social phenomenon where we do something just because others are doing it, regardless of their own beliefs or the underlying evidence. This is obviously not an inherently negative effect as the example above demonstrates but in some cases, bandwagon effect can be harmful!
What is the Bandwagon Effect?
The bandwagon effect is a psychological bias that causes people to think, behave, or adopt opinions as others do, often ignoring their own beliefs or contradicting information. It's like social surfing – riding the waves of others' opinions and actions. The bandwagon effect can sway us in everything from fashion choices to investment decisions. It plays a massive role in shaping trends, public opinion, and even political outcomes.
“People would rather live in a community with unreasonable claims, than face loneliness with their truth”―Bangambiki Habyarimana
Bandwagon effect is also known as ‘social proof’ or ‘herd behaviour’.
The Psychology Behind the Bandwagon Effect
Humans are inherently social creatures who seek acceptance and connection within groups. We generally aim to avoid social exclusion and desire a sense of belonging in communities. This tendency to align with the majority helps to mitigate the fear of being ostracised, a trait developed through evolution. The desire for social inclusion is also evident in the phenomenon known as the Fear of Missing Out (FOMO). FOMO arises when we perceive others as being involved in activities or experiences from which we are absent, leading to feelings of exclusion. With the advent of social media, FOMO has increasingly influenced people to conform, as witnessing others enjoying or benefiting from certain activities intensifies the urge to participate.
“Man is a social being; it’s not surprising we love social proofs, it sells brands fast”― Bernard Kelvin Clive
Another key drivers of the bandwagon effect is the perceived wisdom of crowds. There's a certain comfort in following the majority, under the assumption that if many people are doing something, they must be onto something right. This perception makes it easier to make decisions by simply mirroring the actions of others, effectively using the crowd as a mental shortcut. It alleviates the burden of extensive deliberation and analysis, especially in complex or ambiguous situations.
Where do we observe the Bandwagon Effect?
Sneaker purchase behaviour: The phenomenon of consumers rushing to buy limited edition sneakers from popular brands such as Nike or Adidas illustrates the bandwagon effect. Influenced by the hype and a desire to be trendy, this behaviour is often intensified by seeing friends, influencers or celebrities showcase these sneakers. The resulting demand surge sometimes even leads to these sneakers being resold at significantly higher prices.
Investment Trends in Stocks and Cryptocurrencies: The bandwagon effect in financial markets is seen when investors flock to buy a particular stock or cryptocurrency, often because “everyone else is buying it” and sometimes are profiting from these investments. This behaviour can lead to overvaluation and increased market volatility.
Presidential Election Dynamics: A candidate gaining momentum in early primaries often experiences increased popularity due to the bandwagon effect. Voters, perceiving growing support as a sign of a candidate's electability, may switch their support. A 2017 study investigated the effect of opinion polls on shaping perceptions of a candidates success. They found that higher competence was attributed to the candidate who had the favour of the majority in the opinion polls.
Viral Dance Challenges on Social Media: Platforms like Instagram and TikTok demonstrate the bandwagon effect with users participating in popular dance challenges. Often, the motivation is not personal enjoyment but the desire to be part of a trending social movement and gain recognition. Check this out.
Fast Fashion Trends: The fast fashion industry, led by brands like Zara and H&M, vividly showcases the bandwagon effect. As these brands rapidly introduce new styles each season, consumers are often swayed to purchase the latest fashion trends. This urge to stay “trendy” often leads to individuals overlooking their unique style preferences in favour of being perceived as fashionable. The result is a cyclical pattern where clothes are bought and discarded swiftly, aligning with the ever-changing fashion trends rather than personal taste or sustainable practices.
Pop Culture Phenomena in Entertainment: The bandwagon effect in the entertainment industry is particularly noticeable with certain movies or TV shows, like "Game of Thrones." Their popularity often snowballs as more people start watching, not necessarily due to initial interest, but to be a part of the widespread cultural discourse. The desire to be included in popular culture conversations and to share in the collective experience of watching trending shows leads to a noticeable spike in viewership, further amplifying the show's reach and influence.
The Impact of the Bandwagon Effect
The bandwagon effect can lead to:
Uniformity Over Individuality: The bandwagon effect often results in a preference for uniformity over individuality. This phenomenon can significantly impact social and cultural dynamics, leading to a society where unique preferences and opinions are overshadowed by a collective mindset, causing a homogenisation of thought and style.
Poor Decision-Making: When it comes to decision-making, the bandwagon effect can be particularly detrimental. Decisions influenced more by the actions and choices of others than by independent, thoughtful analysis can lead to suboptimal or even harmful outcomes. This herd mentality often overlooks the nuances and specific circumstances of individual situations, leading to suboptimal outcomes.
Polarisation: The bandwagon effect contributes broadly to the polarisation of views across various domains, including politics. This phenomenon encourages individuals to align with the predominant opinions and attitudes within their social, cultural, or professional circles, often intensifying existing divisions. Such alignment can limit exposure to diverse perspectives, reinforcing echo chambers where only similar views are echoed and amplified. This process not only polarises opinions but also hinders the development of well-rounded, informed viewpoints on a range of subjects.
How can we overcome Bandwagon Effect?
Seek Diverse Opinions: Expose yourself to a variety of viewpoints to avoid getting trapped in an echo chamber. (Read Confirmation Bias for more on this)
Trust Your Judgment: Don't be afraid to go against the grain. If your research or instinct contradicts the crowd, trust it.
Make decisions slowly: After gathering information, take a step back from external inputs. Don’t let others pressure you into making faster choices. Take your time to mull things over.
Awareness: Simply being aware that the bandwagon effect exists can help you recognise when it’s influencing your decisions.
“If your friends jump off a bridge, will you jump too?”
Wrapping up...
While the bandwagon effect is a natural social tendency, it's crucial to recognise its influence on our decisions and beliefs. By understanding and acknowledging this phenomenon, we can strive to make more informed, independent choices rather than simply following the crowd. This not only leads to better decision-making but also fosters a more diverse and vibrant society where individual opinions and styles are valued just as much as popular trends.