The word bandwagon effect refers to the behavior of an individual who follows a tendency which is created by the need or want of the large population. Bandwagon is first described by Leibenstein’s (1950) ‘consumer demand theory’. Leibenstein, describes consumers’ demand of goods and services on the basis of motivation; classified in two main categories: functional and nonfunctional.
Bandwagon consumption behavior exists when consumers buy a certain product to associate
themselves within a specific group, and moreover obtain recognition from their own group. The pattern deeply illustrates the phenomenon of collective consumption behavior which emulates the actions of others, and represents one’s social status, the belonging of a particular group, and conspicuous consumption.
In marketing, the companies usually intend to sell maximum number of products to its consumers in order to yield maximum returns and maximum profits. To capture additional and unusual audiences for a new or improved item, it is very effective to convince the unexploited potential consumers that “everyone else” wants the product. A purchase decision can easily get affected by the rating of five stars from several reviewers. People are ready to spend a high amount of money to buy the fashion goods that others are buying.
The consumer behavior literature highlights that people purchase products and brands not only from a utilitarian perspective but also for non-utilitarian reasons such as symbolism and increased status, while the concept is derived from conspicuous consumption.
Thorstein Bunde Veblen discusses the consumption can be of two motives;
*Invidious comparison
*Pecuniary emulation.
Invidious comparison means an individual of the upper class engage in more consumption to exclude him to be a part of low class whereas pecuniary emulation means an individual of the low class engages in more consumption to include him in the upper class.
Bandwagon consumption behavior
