Imagine you’re on social media, scrolling through posts about a new brand of soap. You watch familiar faces say how it smells great and makes their skin so soft. You can’t experience these senses through the screen, but you trust those familiar faces, so you place an order. Whether or not those people consider themselves “influencers,” you’ve just been influenced by the bandwagon effect.

This phenomenon occurs when a trend's popularity leads to more people engaging with it. Humans are driven to bond and belong and the bandwagon effect demonstrates this powerful need for social acceptance. Consider how we want to imitate the people we look up to, especially when we aspire to be like them. This wishful identification is a powerful motivator to hop on the bandwagon.

Parasocial relationships, like looking up to a celebrity you’ve never met, also play a significant role in someone’s likelihood to follow a trend. Are you more likely to trust an actress’s opinion on skincare products? Her perceived credibility influences buyers’ behaviors.

Trust is a major factor since social media is virtually overflowing with marketing tactics, making us skeptical. Consumers lean on collective choices to simplify their buying decisions. Someone seeking a skincare product could be overwhelmed with options, so they might match what their social groups are buying or listen to that actress’s recommendation.

In short, the three psychological drivers of the bandwagon effect are the desire to fit in, the pursuit of social recognition, and the need for connection. Together, these factors cause people to hop on the bandwagon to belong.

A special thanks goes to Zeeshan Majeed Nadroo, the Indian Institute of Management Visakhapatnam, for reviewing today's episode!

Learn more

• Sticking with the Crowd Can Save Your Life
• How to Win Friends And Influence People
• Emotional Hangover

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