Researchers argue that people follow fads and fashions as a result of both informational social influence (where they incorporate useful information from others about what is acceptable and desirable) and normative social influence (where they adopt the acceptable behavior or desired object so that they themselves are accepted and liked by others).
Fads are objects or activities that are popular with a group of people over a short period of time. Fads are also known as crazes. Fashions are a related phenomenon and are defined as objects or activities that become popular within larger groups over longer periods of time.
By following fads and fashions people can also assert their identity. During the 17th century in the Netherlands, the demand for tulip bulbs reached such a peak that astronomical prices were charged for a single bulb, and people were prepared to pay an enormous proportion of their earnings to own this most desired object.
Also, combinations of forces both within and outside the management-fashion market can trigger, promote, and diffuse management fashions. Finally, the success and longevity of management fashions can be determined by the emotionality of the discourse surrounding them.
People are influenced by fads and fashions through two processes of social influence: informational social influence and normative social influence. Informational social influence occurs when people’s choice to follow a norm is informed by the choices and decisions of others.
If as a result of informational influence people follow fads or fashions, it is because the behaviors of others have convinced them that doing so is a good choice. A study by Matthew Salganik, Peter Dodds, and Duncan Watts in 2006 illustrates informational influence in making fashionable music choices.
Fashion and Identity. Related to the notion of conforming to group norms, adhering to particular fashions can also be a way for people to signal their group membership to others. This is particularly the case for widespread fashions that are adopted by specific groups, or subgroups of individuals.
For example, most children in the 1950s owned a hula hoop, but these are rarely seen in the playgrounds of the 2000s. In the early 1980s, many children owned a Rubik’s cube. Fads can also be seen outside the realm of consumerism.
Fads are objects or activities that are popular with a group of people over a short period of time. Fads are also known as crazes. Fashions are a related phenomenon and are defined as objects or activities that become popular within larger groups over longer periods of time. Fashions are also known as trends.
Indeed, one dictionary definition of a fad is a temporary fashion, idea, and/or behavior assumed by a group.
In other words, a clear trend is noticeable among group members, who alter their appearance to reflect what is collectively perceived as appropriate and stylish at any given time.