The way that people choose what to buy and who to buy from depends on many different factors. These include brand values, availability, and price. However, one crucial factor in this purchase process is not often talked about, and that is the bandwagon effect.
So, let’s look at what this is and how it works.
What is the bandwagon effect and how does it impact consumer behavior?
The bandwagon effect describes the tendency of people to show interest in, purchase, or support something simply because it is popular and other people are doing the same thing. This can happen regardless of any previously held beliefs.
It’s a psychological phenomenon that impacts consumer behavior, affecting how people choose which products and services to buy or engage with.
The origins of this term go back quite a long way. The phrase “to jump on the bandwagon” came about as a result of American politics in the mid-1800s. Wagons carrying live music bands would quite literally drum up support for political candidates. So, if you supported a particular candidate, you were “jumping on the bandwagon.” The term has also been attributed to the great American showman Phineas T. Barnum, who coined the term bandwagon to refer to a wagon that is used to transport a circus band.
Over time, the meaning of the term changed. Rather than a literal show of support, it came to mean following the crowd. This phenomenon of consumer psychology is also known as herd mentality and can happen even if it contradicts previously held beliefs.
Examples of the bandwagon effect
Restaurants
When choosing somewhere to eat, we tend to avoid places that look empty. We look for the safer bet and tend to view busier establishments as more appealing. This showcases the power of social proof in decision-making.
Restaurants can utilize the bandwagon effect by placing diners in the window seats. This makes the place look more popular and works to attract more clientele.
This simple marketing tactic pulls customers in. Even if that means they are paying more or traveling farther. It still feels like the safer option.
In fashion
Fashion always works in trends. Clothes, makeup, hairstyles, and even body types go through phases of popularity. Fashionability increases and wanes depending on external, social cues.
A celebrity or influencer may wear a certain item of clothing and then others will start wearing it too. They believe it is popular and want to emulate the star they aspire to be like. That belief will snowball and many more will adopt a style simply because they think it is on trend.
In music
New bands and songs become popular as more people follow, listen to, and become aware of them. This can happen in many ways, from being featured on a TV program to being part of the latest TikTok dance craze.
The latter can create a trending audio and go viral. This boosts awareness and increases the artist’s following and popularity.
How does the bandwagon effect work?
The bandwagon effect works because it makes people ignore their own beliefs. It overrides logical thinking, placing more value on the opinions and actions of the majority. Why is it so powerful? It’s probably because the bandwagon effect is propped up by the following patterns of human thought and behavior.
Cognitive biases
The bandwagon effect is one of many cognitive biases, also known as heuristics. A cognitive bias is like a mental shortcut for the brain, which is a way to help people make decisions quickly and efficiently. A very common example of this is the anchor bias, where a decision is made mostly based on the first piece of information received.
As a consumer faced with many options for the same product, relying on cognitive biases can be an easier way to make decisions. As a result, you will be able to bypass doing research for multiple products and services, which saves time and mental effort.
A cognitive bias that is key to the bandwagon effect is the repetition bias. Essentially, popularity usually leads to credibility. In other words, if you repeat something enough times, whether it is true or not, people tend to start believing it.
Humans have an eagerness to believe what we’re told, especially if it comes from lots of different sources. If we’re exposed to the same idea enough times, we’re more likely to assume it is true, even if it’s not backed up by our own assessment and investigation.
This is the power of marketing, advertisements, and social proof. They expose people to the same idea so many times that whatever is being said seems like it must be true.
Fear of missing out (FOMO)
The fear of missing out (FOMO) is a phenomenon associated with social pressure. It’s a feeling that you are losing out on something that could be beneficial, or that other people are having a better experience than you are.
Although the term was first coined in 1994, social media has popularized its use today. In an age where it’s common to share your daily life on platforms such as Instagram and TikTok, it’s common to feel overwhelmed by the thought of a missed opportunity. For example, if we see a friend’s vacation photographs, we can be suddenly seized with a desire to go on holiday ourselves. Likewise, if we see snaps from a fun party, we want to be there too.
Even if it’s something you wouldn’t usually desire, the hype can draw you in.
Peer pressure
Peer pressure is when you’re influenced by those around you. Humans all desire connection, belonging, and social acceptance. This desire can be so strong that we’ll engage in any behavior that can help us fit in.
In marketing, this can translate to buying a product or a service even if this is not something you want or need, but which will buy you approval in your social circle.
The need to be right
People want to be right and sharing a popular opinion can give that impression. It’s hard to admit when you’re wrong because no one wants to be the odd one out.
We fear the rejection that might come from having a different opinion, especially within our social group, believing that standing against the norm could be unsafe or lead to ostracization. The satisfaction of being right, however, can increase self-esteem.
What is the snob effect and how does it differ from the bandwagon effect?
To understand the snob effect, we need to know about the law of demand, which states that as the demand for something increases, the cost decreases. So, a very popular item should cost less and vice versa.
In contradiction to this, the snob effect happens when the demand for something goes up and so does its price.
This is often seen in the luxury goods sector, with items like handbags, watches, or cars. These products become symbols of wealth, status, and class for consumers. Driven by a desire to own one-off or exclusive products, people are willing to pay more for these goods and this is another example of the bandwagon effect in action. Owning expensive items with high perceived value comes with greater societal prestige and acceptance.
How your business can benefit from the bandwagon effect
Incorporating the bandwagon effect into your marketing strategy can be helpful for a few reasons. As established, we all have cognitive biases. Although these biases are sometimes perceived as an error in the thought process, they are useful when quick decisions are called for.
While your customers may not always think in the most logical way, they aren’t completely driven by majority opinion either. The reality of their thinking process is usually somewhere in the middle.
Using the bandwagon effect can help tailor your messaging to those in your audience you know will respond to trends. By using repetition bias and social proof, you can keep your audience aware of who you are, what you offer, and get people to jump on your bandwagon.
Here are some ways you can build this knowledge into your marketing strategies.
Gain popularity
Popular brands command people’s attention and loyalty. Consider positioning yourself as the go-to brand in your field. Even perceived popularity can lead to more widespread adoption.
Achieve this by sharing positive reviews and testimonials. You can also convey limited availability or urgency. For example, when you see a banner that says “Only 3 left!” on hotel rooms or limited-edition items. This is called the scarcity principle and can improve brand affinity, drive sales, and help you gain a competitive edge in the market.
People assume when they see this that the product or service is selling well and is in demand. Be careful not to use false urgency though, as this can make people feel tricked and drive customers away.
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Increase visibility
The more often people see your brand, the more they will remember it. It’s then easier for them to recognize and talk about your business.
The more popular a brand appears to be, the more that popularity increases. Sales can snowball and lead to you becoming the brand of choice—the first one that people think of—in your market.
One way to make something more memorable is through taglines. See if you can finish these taglines for chocolate bars.
Have a break (...)
A Mars a day (...)
You’re not you when you’re (...)
These chocolate bars are regularly advertised and so the taglines are probably familiar to you. They may also have conjured up an image of the chocolate bars in your mind and memories of what they taste like. That’s the power of increased visibility and repetition.
Achieve the same effect by communicating with your audience on a regular basis. Post several times a week across your different social media platforms. You could also use email marketing, text messaging, and app push notifications.
Improve credibility
People are more likely to turn into loyal, repeat customers if they feel valued within a community.
Customer reviews and testimonials are key to this. They are like the internet’s word of mouth. People believe what other customers say about a brand more than what the brand says about itself.
Incentivize customers to talk about your brand, for example, by rewarding every Google reviewer with a small site discount or by sharing their tagged posts on social media, which helps to boost the individual’s social media presence.
Be aspirational
Make customers yearn to be part of an exclusive club. Give them FOMO with special events, offers, and information they won’t want to miss out on, like special discounts or members-only events. You can also use user-generated content (UGC), where you can run a competition or simply encourage users to share their experiences with you. This allows your audience to become part of the aspirational aspect themselves.
Trust is the foundation for a successful brand. Not only does it help convert new customers, but it helps keep them too.
Is there a way to engineer the bandwagon effect?
Does the bandwagon effect occur naturally or is there a way to generate it? The quick answer is yes, your business can manufacture the bandwagon effect and reap its accompanying benefits.
Consumers appreciate having a decision-making process that is as easy as possible. As a result, it is important that you create a user experience that reduces the mental load of decision-making. There are endless ways you can achieve this, but some common ones are:
- Let people know when something is low on stock.
- Provide information and support that users might look for when making a decision.
- Show social proof.
- Repeat messaging to strengthen brand awareness.
- Build a community.
You can give your customers an enjoyable experience with your brand—one that feels safe, smooth, and accessible. By doing so you increase revenue, loyalty, and retention.
The challenges of the bandwagon effect and how to overcome them
The bandwagon effect can support decision-making and help spread new ideas. It can also aid in community building. But it also comes with challenges, especially when people put too much faith in the majority view. When we suspend critical thinking and stop judging ideas, we risk making poor decisions. This can be dangerous when it comes to financial, health, or political matters.
But everyone inevitably falls prey to cognitive bias. So how do you ensure that you are safeguarding your customers? How do you overcome the challenges of the bandwagon effect?
Challenge #1: Buyers instinctively support popular beliefs
The bandwagon effect impacts rational and critical thinking, causing buyers to instinctively support popular beliefs with their appeal of overwhelming acceptance. While this can work in your favor, it can also work against you. So, you need to start building trust and establishing your brand as a reliable source of information.
Make sure your content and messaging are fact-checked and respectful. Provide resources on your website and train staff to be able to answer any questions customers may have. This will prevent people from looking for those answers from a competitor. Building trust helps a customer to feel supported in their decision-making.
Challenge #2: Impulsive decision-making
The bandwagon effect can cause people to jump to conclusions. Without processing whether something is true or not, they can make a snap decision. This is sometimes based on misinformation and assumptions.
It’s easy to make an impulse purchase and regret doing so. We’ve all been there. But with thoughtful customer support, like an easy refund process and a friendly team you can contact, you can turn impulse buyers into loyal customers. Even those buyers who leave negative reviews, request a refund, return items, or make a complaint can change their opinions when treated with respect and tact.
Consumers want to engage with brands that are readily available and take action to rectify possible mistakes. There are several ways that you can build this into your offering and your marketing, such as:
- Having a helpful customer care team who are easy to contact
- Considering an online chat feature
- Creating a strong returns policy
- Clearly explaining your complaints procedure
- Providing people with a post-purchase frequently asked questions (FAQ) page
Challenge #3: Quick response time
The bandwagon effect spreads certain views very quickly, especially via the internet. As a result, you need to prioritize responsible marketing and ensure you respond quickly to anything that might negatively affect your customers or your brand. By prioritizing accuracy and ethical practices, you can use this phenomenon to spread positive messages and build a strong reputation.
Not every trend will be relevant to your business and, as they are often short-lived, you’ll need to build a quick response time into your processes to make the most of fleeting opportunities.
Boost your marketing strategy with this psychological phenomenon
If you look closely, you’ll be able to identify the bandwagon effect in many marketing campaigns. You can make engaging with your brand easy and enjoyable for consumers, possibly resulting in an increase in customer base and revenue too. When planning your next marketing strategy, consider how it might help in bringing you higher rates of success.