The bandwagon effect: here comes everybody!
The bandwagon effect is a psychological phenomenon where individuals adopt certain behaviours, styles, or attitudes because they perceive that others are doing the same.
For PR professionals, the bandwagon effect can be a double-edged sword.
Here we go:
The Bandwagon Effect
The bandwagon effect is a form of groupthink where the popularity of a trend, idea, or opinion encourages more people to “jump on the bandwagon.” Much of the scientific research on the bandwagon effect stems from research on political communications.
“Opinion polls can lead to a ‘bandwagon effect’ where people adopt majority views, or a ‘underdog effect’ where people adopt minority views, potentially impacting social science predictions and pollsters’ professional reputations.”
Source: British Journal of Political Science 1Marsh, C. (1985). Back on the Bandwagon: The Effect of Opinion Polls on Public Opinion. British Journal of Political Science, 15, 51 — 74. https://doi.org/10.1017/S0007123400004063.
For PR professionals, leveraging the bandwagon effect can be a powerful strategy to create momentum for a campaign, product, or idea. They can persuade more people to engage with it by highlighting its popularity or widespread acceptance.
For instance, showcasing high numbers of users, positive testimonials, or celebrity endorsements can encourage others to follow suit, believing that such widespread acceptance implies value or correctness.
“The bandwagon effect significantly influences voter preferences, explaining 6% of the variance in voter preferences, with stronger effects for women and individuals with more arousable and less dominant temperaments.”
Source: Journal of Applied Social Psychology 2Mehrabian, L. (1998). Effects of Poll Reports on Voter Preferences. Journal of Applied Social Psychology, 28, 2119 – 2130. https://doi.org/10.1111/J.1559 – 1816.1998.TB01363.X
The bandwagon effect can also pose a challenge in PR, especially when managing counter-narratives or attempting to change public opinion on a well-entrenched idea. Overcoming the inertia of a widely held belief or trend requires strategic and often more creative communication efforts.
“The bandwagon effect in opinion polls can be generated by concavity in voters’ utility functions, making electoral participation more costly for expected loser supporters, and highlighting the role of risk aversion in this effect.”
Source: Public Choice 3Grillo, A. (2017). Risk aversion and bandwagon effect in the pivotal voter model. Public Choice, 172, 465 – 482. https://doi.org/10.1007/S11127-017‑0457‑5
The bandwagon effect is a double-edged sword in PR: it can be harnessed to amplify and spread a desired message, but it also represents a significant hurdle when attempting to shift public opinion away from an established trend.
Learn more: The Bandwagon Effect: Momentum Is Everything
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Annotations
| 1 | Marsh, C. (1985). Back on the Bandwagon: The Effect of Opinion Polls on Public Opinion. British Journal of Political Science, 15, 51 — 74. https://doi.org/10.1017/S0007123400004063. |
|---|---|
| 2 | Mehrabian, L. (1998). Effects of Poll Reports on Voter Preferences. Journal of Applied Social Psychology, 28, 2119 – 2130. https://doi.org/10.1111/J.1559 – 1816.1998.TB01363.X |
| 3 | Grillo, A. (2017). Risk aversion and bandwagon effect in the pivotal voter model. Public Choice, 172, 465 – 482. https://doi.org/10.1007/S11127-017‑0457‑5 |
