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ID number:411901
Published: 01.09.2015.
Language: English
Level: College/University
Literature: 1 units
References: Not used
Time period viewed: 2014.g. - 2015.g.

In 1950, Leibenstein wrote about the snob effect and the bandwagon effect1 which are essentially microeconomic theories on consumer demand and preference. It seems to me that these days, more than ever before, people tend to display both of the social phenomenons at the same time. An example is the bicycle culture in Riga city. People see other people riding fixed-gear bicycles, so they buy one for themselves. This is the bandwagon effect. At the same time they choose to make these bicycles with individual designs, exclusive parts, unique extras etc. which expresses as the snob effect.
Since there are roughly eight billion people in the world, it is only understandable that each one of them wants to fit in and at the same time - be unique. That’s why children at a young age, with the encouragement from their friends, try their first cigarette. That’s why all Apple merchandise is sold out on the release day before it has even reached the shelves of the store. Causes of these behaviours are probably the bandwagon effect and the snob effect which have become a normal thing in today’s society. There are a lot of arguments about the bandwagon effect’s positive and negative impact on society. In my opinion, it depends on the person’s moral strength, personality and background.

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