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Bandwagon effect

Psychological Theory:
We have the tendency to do (or believe) things because many other people do (or believe) the same.

Application idea(s) for E-commerce websites:
People use products and services because others use them. It’s a really powerful effect that can explain why sometimes groups don’t use the best or optimal product available, even if they’re aware that their product isn’t the best. People follow the herd. You can see this happening online with social networks where the main value of the product also lies with the people that use it.

For new companies this might feel like a paradox: to gain users, you need more users. But you can kickstart such a userbase through several techniques like free trials, free ‘starter’ packages or using some kind of invite system.

Important factor here is that you need to let non-users know that others are using your product which makes this closely related to Social Proof.

4570275327 fbc2fa388a t Bandwagon effectThis post is part of my Psychology of E-commerce tips series where I present you with a psychological theory and suggest how you can apply this within your e-commerce website.

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By Guido Jansen on October 6th, 2010   /   Psychology in E-commerce   /   3 Comments
  • http://mischacoster.com/ Mischa Coster

    I can see the relation to Social Proof. In fact, I can’t see te difference! What exactly is the difference betweet these effects?

    • http://www.gxjansen.com Guido Jansen

      I’ll admit that the difference might not be obvious at first sight :). Let my try to explain. In my opinion, Social proof is the umbrella term that takes into account all reasoning within a person because of what others do. The bandwaggon effect is one of the underlying effects.For example:Bandwaggon effect – taking action because other do the sameBystander effect – NOT taking action because (proof shows) others also do nothing + diffusion of responsibilityPositive mimicry – mimicking the (visible, proven) behavior of othersThe differences are very subtle, but all look at it from a different viewpoint.In a way, I also think that Liking, Scarcity and Authority are heavily influenced/ part of Social Proof and not totally separate dimensions. You might 1) (dis)like someone because of what other think 2) want something because it’s bought by many people and therefore became (more) scarce and 3) Authority will be largely derived of what others say about that person.

      • http://mischacoster.com/ Mischa Coster

        Okay, see what you mean. There are different kinds of ‘Social Proof’ behaviour effects, positive (doing because others do), negative (not doing because others don’t) etc.

        Thanks for clearing up!

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