Bandwagon Effect

We have always heard the phrase ‘human beings are social animals’. This means that our social interactions and opinions have a profound effect on us, our beliefs, and our thinking patterns. This tendency to adopt something because everyone else in society is doing so, even if they don’t believe in it, is termed the bandwagon effect. It reflects the desire of human beings to fit in. At times, it also shows the human tendency to change their perspectives and opinions to side with the winning side. This terminology was usually used in politics. That is where this term originated from as well.

There used to be political parades on a bandwagon to support popular candidates and people used to follow it. They used the phrase ‘jump on the bandwagon’ for this. Other than politics, this term is now widely used in various fields like consumer behaviour, technology, media, and more. 

Now that social media has become an essential part of our everyday lives, we can observe the bandwagon effect very easily. If multiple influencers are promoting a particular skincare product, you are tempted to buy it and feel the need to write five-star reviews about it even if you don’t like it. According to research, if a person is told that multiple people like an item, they are more likely to give positive feedback on that item.

Examples of Bandwagon Effect

We have various examples that we observe in our daily routine. The bandwagon effect is a phenomenon that is as old as time and has existed for centuries. Some of the common examples are

• Politics: As discussed previously, the bandwagon effect can be prominently observed in politics. During elections, people can be seen shifting their opinions according to the majority opinion. Moreover, if people see a candidate winning, their vote is automatically shifted to the winning side. 
• Fashion Trends: We have seen trends fade away and come back decades later like the bell-bottom jeans that trended in the 70s are trendy again. Skinny jeans that were so popular in the 2000s and early 2010s are not fashionable anymore. We follow all these trends to fit into society and conform to social norms. 
• Stock Market: The stock market is one of the oldest representatives of the bandwagon effect. Before technology took over, people observed others who invested and profited. This led to many people investing in hopes of profiting and it became a self-perpetuating cycle. However, this blind following proves extremely hazardous when the market crashes.
• Technology: With new technologies emerging rapidly, we feel the need to keep up with everything. If someone buys a new gadget, we immediately want it too. For example, the iPhone has now become a symbol of status and wealth. 

Read More: The Psychology of Elections: Inside the Minds of Voters

Pros and Cons

The bandwagon effect comes with its set of pros and cons. While it can lead to completing the task efficiently, it also shows a lack of critical thinking. Following are some pros and cons

Pros

• Maintains Harmony: When people are in social cohesion, that means when people adopt common practices, it creates a sense of belongingness and integration within the community. Following social norms helps people to identify with the collective identity. 
• Positive Behaviors: If the bandwagon effect is put to good use, it can help to create a real change in society. For example, promoting eco-friendly products, conserving natural resources, or promoting recycling. 
• Rapid Information Spreading: As a result of the bandwagon effect, the information spreads far and wide within a very short span of time. The new ideas and innovations reach people quickly. For example, during the pandemic, people were urged to wear masks when they stepped out. Due to social influence, this was followed by everyone as a safety precaution.

Cons

• Manipulation: The bandwagon effect can be easily exploited by targeting the public’s vulnerability to manipulate them. It can be used to push political agendas, any specific products, or to control media narrative.
• Reduction in Critical Thinking: Following someone or something blindly can lead to a reduction in one’s critical and analytical thinking. When any information is followed without question, important information might be overlooked. It can lead to hazards like financial troubles or health problems.
• Promotes Harmful Norms: The bandwagon effect reinforces harmful norms only because they are widely accepted. Examples of this could be unrealistic beauty standards, overconsumption, unrealistic diets, etc. 

Read More: The Psychology of Consumer Behaviour

Bandwagon Effect and the Era of Social Media

Social media has brought its own set of pros and cons along with it. While it can be useful to spread useful information rapidly, connecting people who are far away from each other, and sharing pleasant moments, it is also prone to negativity, spreading misinformation, and cyber crimes. 

The bandwagon effect is one such factor that can fit in both, positive and negative aspects of social media. While it is useful when you are promoting something beneficial, it can also be used for deception. Social media has highly intensified the phenomenon of the bandwagon effect. This effect of social media has the power to alter the opinions and views of the general public due to its high accessibility and rapid spread of information. Sometimes, a high number of likes, comments, and shares are enough to persuade people. It pulls people towards materialism and overconsumption. 

On the other hand, the bandwagon effect through social media also helps to foster a sense of belongingness among people and raise awareness regarding numerous issues. It mobilizes support for positive changes and innovation. 

How to Resist the Bandwagon Effect?

All of us want our personal growth to be our top priority. We continuously want to learn and become better to achieve our personal, professional, and social goals. To do this, one needs to resist the bandwagon effect and focus on critical thinking. Resisting the bandwagon effect is important so that we do not fall into the trap of misinformation and blind following. Listed below are a few strategies that will help an individual to resist the bandwagon effect

• Perspectives: Seek different perspectives from various sources, it will help you to gain a full understanding of any aspect. When you consider information and data from various resources, you are less likely to be influenced since you now have an understanding of contrasting data.
• Critical Thinking: The major drawback of the bandwagon effect is its negative impact on critical thinking. So, whenever you receive any information that you are likely to be swayed by, make sure to fact-check it. Weigh the advantages and disadvantages of it. Furthermore, assess its risks and relevance to your own needs. 
• Set Relevant Goals: Set your goals and standards as per your opinion, values, and legitimate information. When you successfully define your personal goals and standards, you are less likely to be swayed by the majority. It is because you have done your research and come to a decision with your skills.
• Recognize Social Influence: Since humans are social animals, there will be times when you feel pressured to do something simply because everybody else is doing it. Recognize these times and understand that the bandwagon effect is a cognitive bias and you don’t have to give in to it. Rather, you need to resist it and come up with your own opinions that are based on facts.
• Practice Mindfulness: Mindfulness is directly related to awareness. When you stay in the present, you focus on your actions and behaviour and what influences them. This way, you can keep a check on what influences you easily. Mindfulness helps you make intentional choices rather than just following what the majority of the population is doing. 
• Limit Social Media Exposure: One of the best ways to resist the bandwagon effect is to limit the misinformation you are receiving, which can be achieved by limited social media usage. Social media is constantly showcasing trends and products and the audience might feel compelled to follow the popularity.
• Learn From Past Experiences: There might be no one here who hasn’t been swayed by the opinion of the majority and did not regret it later. It is very smart to learn from mistakes and never repeat them. It increases your awareness about a situation and you can recognize similar instances in the future.
• Delayed Decision-Making: While this might seem like an unwise choice, it can prove very useful in certain circumstances. When you take a step back, reflect on your choices, and then look at the big picture, it gives you a complete understanding of the situation. Now you can make your decision based on facts rather than on other people’s opinions.
• Evaluate Popular Trends: Whenever you come across a popular trend, analyze whether this trend is comforting and helpful or is done to promote a brand, media, or product. When you understand the underlying motives behind these popular trends, it is easier for you to resist the bandwagon effect.

In conclusion, the bandwagon effect is the cognitive bias that can change our opinions, values, and perspectives based on those of others. It has its advantages like fostering belongingness, rapid information spreading, and positive behaviours, and disadvantages like misinformation, blind information, and manipulation. One can resist the bandwagon effect by developing critical thinking skills and mindfulness, gaining different perspectives, learning from the past, limiting social media, etc.