Bandwagon effect

Bandwagon effect is a psychological term referring to people’s tendency to do what others do. The desire to be part of a crowd and acquire popular items can drive people to copy others, even when doing so is contrary to their own preferences. The bandwagon effect plays a significant role in consumer shopping, fashion trends, and politics and is often deliberately used as part of marketing and promotional efforts.

Background

The term bandwagon was used in print for the first time in 1853 when it appeared in the autobiography of businessperson, promoter, and circus owner Phineas T. Barnum (1810–1891). In the early 1800s, traveling circuses that performed in large tents near a town included bands mostly made up of brass, woodwind, and percussion instruments. These bands played songs to accompany the various acts as they were underway, building excitement and suspense during the show. When the circus moved to a new location, a parade was often held in the center of the town to entice people to come to the show, much as today’s movie trailers are used to attract interest in new films. The circus’s band would lead these parades, performing its songs from a large horse-drawn wagon. People were sometimes encouraged to jump on the bandwagon to join in on the fun.

One of these circuses was a one-ring show run by Dan Rice (1823– 1900). Rice was very popular and often performed as a clown in striped pants, a top hat, and a beard. He helped inspire the famous image of the American emblem of Uncle Sam. Rice’s show combined animal acts with singing, dancing, and humorous political commentary that included making fun of contemporary politicians.

Zachary Taylor (1784–1850) was such a politician. Despite being made fun of in Rice’s act, Taylor hired Rice to promote his 1848 presidential campaign. Rice used his political wit to get the crowd excited about Taylor and then encouraged them to jump on the bandwagon as a show of support for the candidate. The implication was that the bandwagon was a fun place, and those who were not on it were missing out. After Taylor won, other politicians adopted the idea of using popular performers and bands to attract voters. This was the origin of the bandwagon effect.

As the use of bandwagons became an integral part of political campaigns through the late nineteenth and early twentieth centuries, some began to employ the idea of “jumping on the bandwagon” as a negative action. It was observed that some people could be swayed to a popular viewpoint simply because it was popular. However, some people expressed disdain for those whom they saw as being easily led. However, the technique of using entertainers to sway popular opinion continues to be as effective as it was in the days of Rice and Taylor.

Overview

The bandwagon effect is a term used to describe people’s tendency to follow the crowd—to want what others have or to act as others act. The bandwagon effect is a form of cognitive bias, a term used by psychologists to refer to the errors people make when interpreting new information based on how the information is presented. In the case of the bandwagon effect, people make a decision based solely on what the larger group is doing.

The bandwagon effect is strong enough to cause many people to set aside their own preferences, beliefs, and sometimes even their principles and values to join the crowd. As the number of people joining the crowd grows, the bandwagon effect also grows in strength. Due to its similarity to the way a large group of animals such as cows or sheep follow a leader, the bandwagon effect is sometimes referred to as herd mentality.

Experts say that the tendency to follow the crowd happens for several reasons. If people see that many others are using or buying something, it adds to its sense of value. People think that it must be good if so many others want it. Being part of a crowd is also affirming and makes people feel better about themselves. Humans also seem to be wired to want to be on the winning side, so choosing a team, candidate, or product that already has much support can increase the odds of being a winner. In addition, going along with what others are doing or thinking helps to reduce the number of decisions people must make in a complicated world. When one or more of these factors arises, it can become easier to go along with the crowd than to resist.

The bandwagon effect can be seen in many aspects of everyday life. People buy clothing and shoes and wear certain hairstyles because many others are doing the same. Stores and products that attract many customers often gain even more customers as word of their popularity spreads. People want to be where others are and buy what others buy. Diet trends and the popularity of food items can also be affected by the bandwagon effect. The use of specific social media platforms and the popularity of some television shows and movies can also be attributed to the bandwagon effect. In fact, the bandwagon effect is so effective that marketers deliberately share information on their product’s popularity to trigger it.

The bandwagon effect also remains an important factor in political races like those that led to the origins of the concept. Experts have determined that it is common for people to vote for the candidate that they think is winning even if they do not necessarily agree with the candidate’s viewpoints. The effect can also work in reverse, with people choosing to avoid what is perceived as the popular viewpoint or behavior simply because it is popular. Sometimes this backlash against something that is perceived as being popular is significant enough for it to draw in more people, which ironically makes it an example of the bandwagon effect.

The bandwagon effect is often neutral. For example, nothing important is affected when many people choose the same clothing or hair style. However, if people choose a political candidate or make a health decision based on the groupthink common in the bandwagon effect, it can be harmful. In contrast, the bandwagon effect can also encourage improved behavior, such as increased recycling or adopting healthy behaviors such as walking or eating more salads.

Bibliography

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