Have you ever questioned why it is that fads and trends occur? Most likely you haven't bothered to worry about it. As a society, when it comes to what is the latest thing to wear or the coolest word to say, the majority of us either jump right into the loop of things or take a convicting stand as to why we choose otherwise. Surprisingly enough, there is a term for this behaviour known as the bandwagon effect. A behaivior people choose to follow others without contemplating why it is that they are doing this. The bandwagon effect grows as more people join on and eventually can lead to something huge and even negative such as Hitler's ideas of eradicating the Jews. Once people get an idea into their heads, it can be hard for them to get it out. Wizegeek.com looks at the political term “jumping on the bandwagon” which is when voters begin agreeing with the leading campaign, making the campaign more well known. “As more and more voters express support for a candidate or measure, the group grows exponentially larger.”
Dr. Seuss has succeeded in demonstrating through a children’s story, “King Looie Katz”, how it is that the bandwagon effect occurs. In Dr. Seuss’s story a cat named Looie, the King of Katzen-stein decided that his tail was much too beautiful to drag on the ground so he ordered another kat to hold up his tail. This tail holding activity began to catch on as all the cats in Katzen-stein picked up each others tails, all except for the very last kat who had no one to hold his tail. So he took it upon himself to throw down the tail he was holding and so this continued until all the cats were no longer holding anyone’s tail, other than their own. Add on what we'll be talking about (social networks, fashion, toys)
Looking at a very popular social-network known as Facebook, there are many similarities with the story of King Looie and this modern day fad. One of the reoccuring ideas is not asking questions to why things took place. In King Looie, the cat who was told to hold the King's tail, didn't object or question him. Was it because of his authority, his influence upon the people of his city? Similarily, there are many people who created an account because one of their friends told them to. Feelings of acceptance are vital to humans as we constantly need reminders of importance to others such as family and friends. Perhaps the reason the cats in Katzen-stein followed King Looie was because they didn't want to be the left out. I also wanted to take a look at how Facebook has rapidly expanded and become such a popular site in such a short time. Vincent Newton, the creator of www.friendinviter.com has written about Facebook's marketing tactic to bring in new people.....(and as you can see I have to complete my paragraph on facebook and tonight is not really a good night. Okay =)
There are a several fashion fads in history that can display the Bandwagon Effect like “King Looie Katz” does. For example, Hot Pants were very popular among young women in the 70s, but frowned upon in the workplace because they were so short and revealing. Surprisingly, this fad only lasted during colder months and faded before the warm weather came, probably because showing legs was more shock-provoking during the winter months when they weren't expected. The bandwagon effect is present in this situation because people went along with what others were doing, even though their whole legs were exposed in freezing weather.
Another fad, which has become popular again in today's date, is Chuck Taylor's Converse. First made in 1917, Converses only became extremely popular in the 1980s when the famous basketball player, Chuck Taylor adopted them as his preferred shoe. After this was established, billions of pairs were sold worldwide. Despite the cheap rubber and canvas material, people pay approximately $70.00 per pair, and buy many different pairs. This is another example of the bandwagon effect because people jumped on the Converse Wagon, without thinking about whether they're worth the money.
In fashion, the bandwagon effect is usually always present. A fashion trend doesn’t become popular until it is started by a celebrity or someone that is admired. Usually the fad was around before that person started wearing them, but it doesn’t start until later. Fads usually last for only a short period of time, and quickly die down, like the fashion examples that were shown.
One of the greatest bandwagon phenomenons took place during the 1980's with Cabbage Patch Kids. These dolls were all the craze with kids. Each came with their own birthday, adoption papers, and birth certificate. Every single one was unique and “one of a kind”. In the year of 1985, they sold over $600 million in record sales. On a smaller, but just as odd, scale, Pet Rocks also seemed to hit it big with the kids in the '70s. In fact, the original rocks were just ordinary gray stones, brought from store, and marketed as live pets. Other similar phenomenons took place with Raggedy Ann Dolls (1910's), Mr. Potato Head (1950's), Beanie Babies (1990's) and Barbies (first launched in 1959). But what made these toys so popular? What made each child want to have one? Similarly, what made the cats want to hold up another cat's tail?
These examples all relate to the bandwagon effect, where a group of people do things because many other people do the same things, without really thinking for themselves. Many times, people follow others by word of mouth. The cats in Katzen-stein, held up another cat's tail because some one told them to. Since everyone was doing it, they felt that they should do it too. In retrospect, parents of the 80's, or any generation for the matter, were most likely following the trend of the time by observing and listening to what other people had to say. Or it was because someone told them to. Most people aren't too keen on buying something, or following something that isn't popular or received high marks by the majority. However, when people hear good things or see other people with a certain product, they feel more comfortable to “jump on the bandwagon”.
In essence, “there's a comfort in large numbers” and this follows through not only with the cats in Katzen-stein, but with toy industry as well.
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