The bandwagon effect extends far beyond sports to all sorts of decisions we make in our lives. The primary concern is that this bias can override the individual critical thinking that is often necessary for making good decisions. Unfortunately, popular choices that benefit other people do not always benefit us, and can even have negative consequences in some situations.

Choosing conformity over individual preferences

Since the bandwagon effect makes us vulnerable to social influence, we often adopt behaviors or beliefs just because others do, even if this means setting our own preferences aside. Consider going to university: while this is a good option for many after graduating high school, it is not the right choice for everyone. Some people might benefit more from going to trade school or participating in apprenticeship programs. It is important that we evaluate our behaviors based on their merit and what they could mean for us and then make our decisions accordingly. The bandwagon effect can prevent this by convincing us that the right decision is the popular one, not the personal one.

Popular opinions can shape what we believe

The bandwagon effect can even extend to our deeply held values, causing us to adjust our beliefs to align with the views of the majority. Research suggests that this could have important implications for the formation of individual opinions, especially in today’s polarizing political landscape. In one study, opinion polls—regarding issues like climate change and gun control—caused ideologically moderate participants to abandon their minority opinions and conform to the majority, regardless of the topic.¹³ These findings suggest that the desire for social conformity has the potential to override our individual attitudes. 

Difficulty expressing unpopular ideas

Not only can the bandwagon effect influence our choices and beliefs, but it can also make us less likely to express opinions that we think go against the majority. This tendency to keep quiet instead of expressing dissenting views is known as the spiral of silence, which suggests that we’re less likely to voice minority opinions when we fear social backlash or isolation.¹³ Research shows that the perceived peer pressure to conform to majority opinions can even make us less willing to engage in tangible actions that support our minority views, such as donating to causes that represent our beliefs or values.¹³ This evidence shows that the bandwagon effect doesn’t just shape what we do, but can also influence whether or not we feel safe expressing ourselves.

A lack of individual critical thinking can have particularly damaging implications when its effects are widespread. The bandwagon effect often fuels social and political movements, which don’t always serve the public good or benefit those who join them. It’s also a key driver behind consumer and investor behavioral trends. Let’s take a closer look at these large-scale impacts.

Social movements

After exploring how the bandwagon effect can influence our individual opinions, beliefs, and willingness to express differing views, it’s not hard to see how this can shape public opinion on politics or other divisive issues. For instance, people who join the anti-vaccination movement are less likely to have their children regularly immunized—an issue with real and lasting societal impacts. Widespread avoidance of vaccinations can result in harmful disease outbreaks such as measles.¹ History has also shown that dangerous populist movements begin with a snowballing uptake of political messages aimed at resonating with “ordinary people.” A lack of critical thinking often perpetuates these damaging movements, and thanks to the bandwagon effect, herd mentality often overwrites individual willingness to question popular opinion.

Consumer behavior

In an everyday context, the bandwagon effect can also influence consumer purchase decisions. The psychological phenomenon plays a key role in the development of shopping trends, encouraging compulsive buying of everything from limited edition shoes to giant water bottles. Social media platforms amplify this effect by inflating the perceived popularity of fashion trends and viral lifestyle products, giving viewers a reason to rush into purchases so as not to miss out. 

Research shows that the bandwagon effect plays an especially important role in Gen Z's purchase intentions. For instance, one study found that the bandwagon effect had a significant impact on Gen Z's desire to buy from luxury fashion brands.¹⁴ In fact, the influence of the bandwagon effect was much stronger than the need for uniqueness, meaning that participants were more driven to purchase luxury fashion out of a need to conform rather than a desire to stand out.

Financial markets

Cognitive biases such as the bandwagon effect can also negatively influence several professions. In finance, for example, investors may notice a large uptake in capital as a sign to follow suit. A buying frenzy can ensue, where prices are driven up by widespread speculation that they will continue rising. This is known as a “price bubble,” which can crash with spectacular consequences for investors and average people alike. The 2008 housing crisis exemplifies such a phenomenon.¹⁰ 

Unfortunately, this means that those who jump on the bandwagon too late pay already inflated prices, making them more vulnerable to potential losses when the price bubble inevitably pops. Investors in cryptocurrency and non-fungible tokens (NFTs) should be familiar with this. These assets are known to experience large price swings within short periods, with investments often spurred by purchasing trends rather than their underlying value.¹⁵ While virality often encourages investors to hop on board out of fear of missing out, latecomers end up holding overvalued assets when the prices crash.

The bandwagon effect describes that when an idea or belief increases in popularity, we are more likely to adopt it. There are a few reasons behind this, the first of which is efficiency:

Our brain uses shortcuts

We rely on mental shortcuts called “heuristics.” The bandwagon effect serves as a heuristic by allowing us to make decisions quickly. Fully thinking through a behavior or idea and deciding whether it is worth endorsing or not takes time and energy. Many of us see widespread adoption as a cue to adopt a similar stance. That is to say we skip the long process of individual evaluation by relying on others, measuring validity with widespread popularity. If many people are in favor of something, we decide it’s safe to adopt those same beliefs.²

We want to fit in

Most of us dislike feeling excluded from communities and social events To avoid being the odd one out, many of us go along with the behaviors or ideas of a group to feel like we belong. After all, conformity ensures some degree of inclusion and social acceptance. Sometimes we take our conformity a step even further by adopting norms or attitudes to gain approval and bolster our position within a group.³

We want to be on the winning side

More often than not, the beliefs that the majority uphold feel right and are subsequently adopted. Our endorsement may be subconscious; we may not intentionally accept the majority opinion thinking we want to be on the “winning side.” We have likely evolved to instinctively support popular beliefs because standing against them can be disadvantageous at best and dangerous at worst.⁴

We should try and resist putting too much faith in popular opinion as a tool for judging the worth of ideas and behaviors. What is good for the majority may not be good for you. Further still, it might not be morally or situationally suitable. People often make harmful decisions when part of a crowd caught in what’s known as a “mob mentality.” When swept away in this group mindset, we end up acting out of character and doing things we may regret afterward.

Judging ideas and behaviors ourselves according to their merit rather than popularity can also develop our critical thinking skills. This process helps us to form unique stances that develop our individual sense of identity. We shouldn’t all be the same. There are many benefits to standing out, such as recognition and pride in our own convictions. Deciding to “hop on the bandwagon” can deter us from gaining these benefits.

While it is impossible to completely escape the bandwagon effect, there are a few steps we can take to decrease our reliance on social cues as a driving factor when making influential decisions. 

Slow down your decision-making

We can avoid the bandwagon effect first by slowing down our decision-making process. Allowing some time to pass between noticing social signals and making our final decision can allow for critical thinking and prevent us from blindly adopting a popular idea. Waiting to make important decisions until you are in an environment where you don’t feel pressured by others can further help limit their influence. For instance, if you’re considering buying a popular product when out shopping with your friends, consider waiting a few days and making a decision later when you’re free from the influence of the group. 

Explore alternative opinions and diverse views

Second, try to consider alternative options that go against the majority view. Other perspectives may prove to be more beneficial or at least mitigate the appeal of automatically accepting the prevailing view.⁵ To do this, actively seek out diverse information and fact-check claims, even those related to widespread beliefs. Take a moment to question popular assumptions instead of repeating things simply because you’ve heard them a lot. Whether it’s harmless sayings like “we only use 10% of our brain” or more serious claims like “vaccines cause autism,” doing your own fact-checking ensures you’re not contributing to misinformation spread. 

Exposing yourself to alternative viewpoints can also reduce the likelihood that your opinions will be swayed by a dominant narrative. For example, if your peers largely support one political party, seeking out constructive discussions with people of opposing viewpoints can help you clarify your own stance on issues and ensure your beliefs are ultimately grounded in your personal values. Whether it's choosing who to vote for, whether or not to go to college, or how to spend your money, exploring a wide range of perspectives can help you make decisions that are more in line with your best interests.

Encourage psychological safety

Finally, fostering a sense of psychological safety is a great way to encourage more diverse perspective-taking at work or within your social groups. Creating environments where others feel safe expressing dissent or going against the grain can encourage individuals to speak up about concerns, mistakes, or novel ideas. This is especially valuable in the workplace. In fact, work teams with high psychological safety report higher levels of performance.¹⁶ Some ways leaders can facilitate psychological safety in the office include:

• Responding positively to experimentation and risk-taking.
• Acknowledging that mistakes are opportunities for learning or growth.
• Being open-minded to team members challenging the status quo.
• Promoting constructive debates to resolve work conflicts.
• Asking open-ended questions to elicit feedback and encourage employees to voice concerns.

Creating psychological safety in the workplace can help break cycles of conformity among teams. Overall, ensuring team members feel safe bringing diverse perspectives to the table can help prevent the formation of bandwagons that restrict news ideas and limit growth.

How is the bandwagon effect used in marketing?

Bandwagon advertising taps into our desire to jump on trends and belong to a group. Marketers frequently leverage the effect by making products seem popular or widely endorsed. For example, Coca-Cola’s “Share a Coke” campaign encourages consumers to get involved in the popular trend by finding bottles sporting their names, and then snapping photos with these personalized bottles to share on social media.¹⁷ Brands also display elements of social proof, such as customer ratings or testimonials, to reinforce the idea that a lot of people are buying their products. You’ve likely noticed this on e-commerce websites when a real-time notification pops up letting you know that someone else just bought the item you’re looking at.

Marketers can also use the bandwagon effect by aligning their advertising with current trends, suggesting to consumers that by buying the product, they’re aligning with popular societal values.¹⁷ For instance, many brands highlight their commitment to eco-friendly initiatives, implying that buying their products means contributing to the growing sustainability movement.

How is the bandwagon effect related to groupthink?

The bandwagon effect is closely related to groupthink, a psychological phenomenon where individuals align their opinions with those of the group in an effort to maintain group cohesion and achieve a consensus. Like groupthink, the bandwagon effect often reflects a conformity bias where individuals are driven to conform with others, resulting in herd behavior.¹⁸ 

The main difference is that the bandwagon effect influences the beliefs and behaviors of individuals. While these individual effects often result in broader societal impacts, groupthink specifically works at the group level, often skewing the decision-making of workplace teams, boards, and committees.

How does the bandwagon effect play a role in viral trends?

Social media platforms are amplifying the bandwagon effect like never before. Now online trends can go viral and spread to millions of people all around the world within a matter of seconds. Once we see countless other users advocating for a new idea or behavior, it is hard to resist doing the same. 

Sometimes, these trends can actually make a big difference. For instance, the ALS Ice Bucket Challenge in the summer of 2014 is now considered the largest social media movement in medical history. Since participants had to tag three of their friends to pour freezing water over their heads, the bandwagon effect guaranteed that this trend rapidly spread. The positive impact was astronomical, raising over $115 million for ASL in just six weeks and creating global awareness about the disease.¹¹

However, there are just as many trends (if not more) encouraging social media users to engage in benign or even dangerous behaviors. Think back to January 2019 when the Tide pod challenge took the internet by storm, encouraging people to consume laundry detergent packets. In the first half of the month alone, there were 39 cases in the United States of teenagers intentionally ingesting detergent—the same amount as in the entirety of 2016.¹² So although online trends can help save lives, they can also put lives at risk. 

While the phenomenon of popularity increasing the appeal of ideas is by no means a new discovery, using the term “bandwagon” to denote the effect began during the U.S. presidential election in 1848. During Zachary Taylor's successful United States presidential campaign, a popular performance clown named Dan Rice invited Taylor to join his circus bandwagon. As Taylor received significant recognition throughout his campaign, people started suggesting that his political opponents might also want to “jump on the bandwagon” if they wanted to enjoy similar success.⁶ Being on the bandwagon became synonymous with success and popularity, and bandwagons became standard in political campaigns through the late 19th century.

Despite its early use, the academic study of the bandwagon effect didn’t gain traction until the 20th century. The 1950s Asch conformity experiments are some of the most famous studies on this topic.¹⁹ Directed by psychologist Solomon Asch, these experiments studied how individual opinions and beliefs could be influenced by the actions of a majority group. In the experiments, participants were asked to judge the length of a line while the majority of the group gave deliberately wrong answers. In response, participants often conformed to the group’s wrong answers, even when it was very obvious that they were incorrect.

Later, in the 1980s, scholars began studying the effect of public opinion polls on voters. At the time, people feared that published polls encouraged voters to act according to popular opinion rather than their knowledge of the issues at hand.⁷ Reflecting this growing concern, research on the bandwagon effect frequently explored the tendency for people to adjust their political beliefs and voting behavior in response to majority opinions reflected in polls. However, most of this early research found that polls had only a minuscule impact.⁷ 

More recent studies conducted in the 2000s also found that poll effects are weak and highly conditional on other factors, like media coverage and the closeness of the race.⁷ That said, some studies have found evidence of a bandwagon effect in politics, news stories about a party moving up in the polls also tend to increase support for the party.²⁰ 

When it comes to product development and consumer engagement, the bandwagon effect has significant sway over whether products hit or flop. For instance, some research shows that the effect can influence the use of digital products, such as social networking sites like Facebook. One study found that Singapore-based internet users were more likely to use Facebook than other networking sites if they thought that more of their offline contacts used it.²¹ Whether it’s social media platforms, project management apps, or web design tools, the perception that these tools are widely adopted can drive actual adoption rates. This is why word-of-mouth marketing can be so powerful, especially for products that are new to the market and still establishing a user base.

The bandwagon effect doesn't just shape product adoption, but also how companies develop, position, and market their products.  In an effort to stay relevant and top-of-mind, brands often hop on viral trends, using social media buzzwords in advertisements or coming out with new product variants to capitalize on the latest craze. Many brands do this successfully—like Duolingo, which leans into memes and other internet trends to engage users.²² 

However, brands that trend-hop too often risk losing their own authenticity. Blindly following trends means potentially adopting messaging styles or trendy values that clash with the brand’s established personality, confusing consumers and diluting the brand’s own identity. In fact, one survey found that a third of consumers find it embarrassing when brands chase viral trends.²² The takeaway? Hopping on the occasional viral bandwagon can be good for business, as long as it aligns with the brand’s existing identity and core values.

As AI skyrockets in popularity, companies are eagerly incorporating machine learning functionalities into their products as a marketing gimmick. They know that including the buzzword in their branding is often enough to encourage consumers to buy their product, thanks to the bandwagon effect. 

The problem with rapid adoption is it might convince us that AI is always an innovative technology—everyone else is using it, so it must be helpful! Little do we realize that AI integration doesn’t always provide significant advantages; it can even complicate the processes it claims to simplify. For example, it may be easier to set your own alarm rather than rely on an algorithm that miscalculates your sleep patterns. Or it might be simpler to turn on the light yourself rather than yelling at your AI assistant to do it ten times.

With the bandwagon effect in mind, it is important to be critical about which aspects of our lives we want to incorporate machine learning into. Remember: just because it helps a large group of people doesn’t guarantee it will help you.

The bandwagon effect is thought to influence political elections as voters select parties or candidates they perceive as being popular and likely to win the election. To dig deeper into this relationship, a team of researchers in Germany led by Magdalena Obermaier conducted an experiment with 765 participants in 2017.

The researchers told participants that they were part of a study analyzing news coverage before a local election. They read several news articles about the fictitious mayoral election of a German town, followed by information about numerous candidates’ history. Next, participants were divided into groups that were given different polls: one revealed a candidate losing by a wide margin, another revealed a candidate winning by a large margin, and the last group was not shown any polls.

The results supported the influence of the bandwagon effect, as polling information unveiling perceived popularity often determined whether participants expected a candidate to win or not. When no poll was available, participants formed their opinion using candidates’ histories instead.⁸

The bandwagon effect can determine the decisions made by doctors. Many medical procedures widely practiced for significant periods throughout history have subsequently been disproven. We can attribute doctors’ widespread use and support of these practices to their popularity at the time.

Professor Emeritus of Surgery Layton F. Rikkers calls these prevailing practices “medical bandwagons.” He defines this as “the overwhelming acceptance of unproved but popular [medical] ideas.”⁹

Rikkers offers the example of tonsillectomy (the removal of one’s tonsils) as a recent example of medical bandwagons. He notes that although this procedure can be beneficial in some specific cases, there was never enough scientific support published to support its universal adoption. Doctors were drawn to tonsillectomies not based on their effectiveness, but simply because it was widely practiced.

What it is

The bandwagon effect refers to our habit of adopting certain behaviors or beliefs because many other people do the same.

Why it happens

There are three reasons explaining why, as an idea or belief increases in popularity, we are more likely to adopt it. The first reason is that the bandwagon effect serves as a heuristic by allowing us to make decisions quickly. Second, to avoid standing out and being excluded, many of us support the behaviors or ideas of the groups we find ourselves in. Third, we accept the majority opinion because we want to be on the “winning side.”

Example 1 - Snowballing political campaigns

The bandwagon effect influences political elections as voters select parties or candidates that they perceive as likely to win the election. A 2017 study looked into this relationship by studying the effects of polling information on voter perceptions surrounding a fictitious mayoral election. The results supported the influence of the bandwagon effect, as polling information determined whether or not participants expected a candidate to win.

Example 2 - Historical influence on medicine

The bandwagon effect can influence decisions made by doctors. Medical professionals’ widespread use and support of disproven practices stems from their popularity. For example, although tonsillectomies are beneficial in some specific cases, there is little scientific support for their universal application. Doctors were drawn to this procedure not based on its effectiveness but because it was widely used.

How to avoid it

We can counteract our tendency to automatically use social cues as a driving factor when making influential decisions. We can achieve this by first slowing down our decision-making process. Second, try to make decisions in an environment where you don't feel pressured by other people. Lastly, consider alternative options that go against the majority view.

Overwhelmed by Choice (1/2): Consumers and Green Energy 

Although the bandwagon effect can lead us toward disastrous choices, it can also promote sustainable behaviors. Policymakers can leverage this effect on a community level, encouraging people to adopt green switching simply because their neighbors are doing it. Read this article to learn more about how the bandwagon effect and other biases can leverage consumers toward saving the environment.  

Join the Club: The Science Behind the Rise of Clubhouse 

Clubhouse, a new audio-only social media app, has amassed over 10 million users in just a few months. Here’s the catch: you must receive an invitation from an existing user to join. In this article, Sanketh Andhavarapu explores how the bandwagon effect, along with other cognitive effects, is causing Clubhouse to explode in popularity.