A fad or trend is any form of collective behavior that develops within a

culture Culture () is an umbrella term which encompasses the social behavior, institutions, and norms found in human societies, as well as the knowledge, beliefs, arts, laws, customs, capabilities, and habits of the individuals in these groups ...

, a

generation A generation refers to all of the people born and living at about the same time, regarded collectively. It can also be described as, "the average period, generally considered to be about 20–⁠30 years, during which children are born and gr ...

social group In the social sciences, a social group can be defined as two or more people who interact with one another, share similar characteristics, and collectively have a sense of unity. Regardless, social groups come in a myriad of sizes and varieties ...

in which a group of people enthusiastically follow an

impulse Impulse or Impulsive may refer to: Science * Impulse (physics), in mechanics, the change of momentum of an object; the integral of a force with respect to time * Impulse noise (disambiguation) * Specific impulse, the change in momentum per uni ...

for a short period. Fads are objects or behaviors that achieve short-lived popularity but fade away. Fads are often seen as sudden, quick-spreading, and short-lived. Fads include

diets The Low Countries comprise the coastal Rhine–Meuse–Scheldt delta region in Western Europe, whose definition usually includes the modern countries of Luxembourg, Belgium and the Netherlands. Both Belgium and the Netherlands derived their ...

, clothing, hairstyles, toys, and more. Some popular fads throughout history are

toys A toy or plaything is an object that is used primarily to provide entertainment. Simple examples include toy blocks, board games, and dolls. Toys are often designed for use by children, although many are designed specifically for adults and pe ...

such as

yo-yo A yo-yo (also spelled yoyo) is a toy consisting of an axle connected to two disks, and a string looped around the axle, similar to a spool. It is an ancient toy with proof of existence since 500 BCE. The yo-yo was also called a bandalore in ...

hula hoop A hula hoop is a toy hoop that is twirled around the waist, limbs or neck. It can also be wheeled along the ground like a wheel, with careful execution. They have been used by children and adults since at least 500 BC. The modern hula hoop ...

s, and

fad dance A fad or trend is any form of collective behavior that develops within a culture, a generation or social group in which a group of people enthusiastically follow an impulse for a short period. Fads are objects or behaviors that achieve short-l ...

s such as the

Macarena "Macarena" is a dance song by Spanish pop duo Los del Río, about a woman of the same name. The song uses a type of clave rhythm. Originally appearing on the 1993 album '' A mí me gusta'', a subsequent remix by Miami-based producers The Bays ...

floss Free and open-source software (FOSS) is a term used to refer to groups of software consisting of both free software and open-source software where anyone is freely licensed to use, copy, study, and change the software in any way, and the source ...

and the

twist Twist may refer to: In arts and entertainment Film, television, and stage * ''Twist'' (2003 film), a 2003 independent film loosely based on Charles Dickens's novel ''Oliver Twist'' * ''Twist'' (2021 film), a 2021 modern rendition of ''Olive ...

. Similar to

habit A habit (or wont as a humorous and formal term) is a routine of behavior that is repeated regularly and tends to occur subconsciously.

s or customs but less durable, fads often result from an activity or behavior being perceived as emotionally

popular Popularity or social status is the quality of being well liked, admired or well known to a particular group. Popular may also refer to: In sociology * Popular culture * Popular fiction * Popular music * Popular science * Populace, the total ...

or exciting within a

peer group In sociology, a peer group is both a social group and a primary group of people who have similar interests ( homophily), age, background, or social status. The members of this group are likely to influence the person's beliefs and behaviour. ...

, or being deemed " cool" as often promoted by

social networks A social network is a social structure made up of a set of social actors (such as individuals or organizations), sets of dyadic ties, and other social interactions between actors. The social network perspective provides a set of methods for a ...

.Kornblum (2007), p. 213. A fad is said to "catch on" when the number of people adopting it begins to increase to the point of being noteworthy. Fads often fade quickly when the perception of

novelty Novelty (derived from Latin word ''novus'' for "new") is the quality of being new, or following from that, of being striking, original or unusual. Novelty may be the shared experience of a new cultural phenomenon or the subjective perception of an ...

is gone.

Overview

The specific nature of the behavior associated with a fad can be of any type including unusual language usage, distinctive

clothing Clothing (also known as clothes, apparel, and attire) are items worn on the body. Typically, clothing is made of fabrics or textiles, but over time it has included garments made from animal skin and other thin sheets of materials and natural ...

fad diet A fad diet is a diet that becomes popular for a short time, similar to fads in fashion, without being a standard dietary recommendation, and often making unreasonable claims for fast weight loss or health improvements. There is no single defi ...

s or frauds such as pyramid schemes. Apart from general novelty,

mass marketing Mass marketing is a marketing strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy, which supports the idea of broadcasting a message that will reach the largest number o ...

emotional blackmail Emotional blackmail and FOG are terms popularized by psychotherapist Susan Forward about controlling people in relationships and the theory that fear, obligation and guilt (FOG) are the transactional dynamics at play between the controller and t ...

peer pressure Peer pressure is the direct or indirect influence on peers, i.e., members of social groups with similar interests, experiences, or social statuses. Members of a peer group are more likely to influence a person's beliefs, values, and behavior. A g ...

, or the desire to " be hip" may drive fads. Popular celebrities can also drive fads, for example the highly popularizing effect of

Oprah's Book Club Oprah's Book Club was a book discussion club segment of the American talk show ''The Oprah Winfrey Show'', highlighting books chosen by host Oprah Winfrey. Winfrey started the book club in 1996, selecting a new book, usually a novel, for viewers ...

. Though some consider the term ''trend'' equivalent to ''fad'', a fad is generally considered a quick and short behavior whereas a trend is one that evolves into a long term or even permanent change.

Economics

economics Economics () is the social science that studies the production, distribution, and consumption of goods and services. Economics focuses on the behaviour and interactions of economic agents and how economies work. Microeconomics analyzes ...

, the term is used in a similar way. Fads are mean-reverting deviations from intrinsic value caused by social or psychological forces similar to those that cause

fashion Fashion is a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture. The term implies a look defined by the fashion i ...

s in political philosophies or consumerisation.

Formation of fads and how they spread

Many contemporary fads share similar patterns of social organization. Several different models serve to examine fads and how they spread. One way of looking at the spread of fads is through the top-down model, which argues that fashion is created for the elite, and from the elite, fashion spreads to lower classes. Early adopters might not necessarily be those of a high status, but they have sufficient resources that allow them to experiment with new innovations. When looking at the top-down model,

sociologists This is a list of sociologists. It is intended to cover those who have made substantive contributions to social theory and research, including any sociological subfield. Scientists in other fields and philosophers are not included, unless at least ...

like to highlight the role of selection. The elite might be the ones that introduce certain fads, but other people must choose to adopt those fads. Others may argue that not all fads begin with their adopters. Social life already provides people with ideas that can help create a basis for new and innovative fads. Companies can look at what people are already interested in and create something from that information. The ideas behind fads are not always original; they might stem from what is already popular at the time. Recreation and style faddists may try out variations of a basic pattern or idea already in existence. Another way of looking at the spread of fads is through a symbolic interaction view. People learn their behaviors from the people around them. When it comes to collective behavior, the emergence of these shared rules, meanings, and emotions are more dependent on the cues of the situation, rather than physiological arousal. This connection to symbolic interactionism, a theory that explains people’s actions as being directed by shared meanings and assumptions, explains that fads are spread because people attach meaning and emotion to objects, and not because the object has practical use, for instance. People might adopt a fad because of the meanings and assumptions they share with the other people who have adopted that fad. People may join other adopters of the fad because they enjoy being a part of a group and what that symbolizes. Some people may join because they want to feel like an insider. When multiple people adopt the same fad, they may feel like they have made the right choice because other people have made that same choice.

Termination of fads

Primarily, fads end because all innovative possibilities have been exhausted. Fads begin to fade when people no longer see them as new and unique. As more people follow the fad, some might start to see it as "overcrowded", and it no longer holds the same appeal. Many times, those who first adopt the fad also abandon it first. They begin to recognize that their preoccupation with the fad leads them to neglect some of their routine activities, and they realize the negative aspects of their behavior. Once the faddists are no longer producing new variations of the fad, people begin to realize their neglect of other activities, and the dangers of the fad. Not everyone completely abandons the fad, however, and parts may remain. A study examined why certain fads die out quicker than others. A marketing professor at the University of Pennsylvania's Wharton School of Business,

Jonah Berger Jonah or Jonas, ''Yōnā'', "dove"; gr, Ἰωνᾶς ''Iōnâs''; ar, يونس ' or '; Latin: ''Ionas'' son of Amittai, is a prophet in the Hebrew Bible and the Quran, from Gath-hepher of the northern kingdom of Israel in about the 8th cent ...

and his colleague, Gael Le Mens, studied baby names in the United States and France to help explore the termination of fads. According to their results, the faster the names became popular, the faster they lost their popularity. They also found that the least successful names overall were those that caught on most quickly. Fads, like baby names, often lose their appeal just as quickly as they gained it.

Collective behavior

Fads can fit under the broad umbrella of collective behavior, which are behaviors engaged in by a large but loosely connected group of people. Other than fads, collective behavior includes the activities of people in

crowds Generally speaking, a crowd is defined as a group of people that have gathered for a common purpose or intent such as at a demonstration, a sports event, or during looting (this is known as an acting crowd), or may simply be made up of many ...

, panics,

fashions Fashion is a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture. The term implies a look defined by the fashion in ...

, crazes, and more.

Robert E. Park Robert Ezra Park (February 14, 1864 – February 7, 1944) was an American urban sociologist who is considered to be one of the most influential figures in early U.S. sociology. Park was a pioneer in the field of sociology, changing it from a pas ...

, the man who created the term collective behavior, defined it as "the behavior of individuals under the influence of an impulse that is common and collective, an impulse, in other words, that is the result of social interaction". Fads are seen as impulsive, driven by emotions; however, they can bring together groups of people who may not have much in common other than their investment in the fad.

Collective obsession

Fads can also fit under the umbrella of "collective obsessions". Collective obsessions have three main features in common. The first, and most obvious sign, is an increase in frequency and intensity of a specific belief or behavior. A fad's popularity increases quickly in frequency and intensity, whereas a trend grows more slowly. The second is that the behavior is seen as ridiculous, irrational, or evil to the people who are not a part of the obsession. Some people might see those who follow certain fads as unreasonable and irrational. To these people, the fad is ridiculous, and people's obsession of it is just as ridiculous. The third is, after it has reached a peak, it drops off abruptly and then it is followed by a counter obsession. A counter obsession means that once the fad is over, if one engages in the fad they will be ridiculed. A fad's popularity often decreases at a rapid rate once its novelty wears off. Some people might start to criticize the fad after pointing out that it is no longer popular, so it must not have been "worth the hype".

Notes

References

* * * Best, Joel (2006). ''Flavor of the Month: Why Smart People Fall for Fads.'' University of California Press. . * Burke, Sarah. "5 Marketing Strategies, 1 Question: Fad or Trend?". ''Spokal.'' * * Conley, Dalton (2015). ''You may ask yourself: An introduction to thinking like a sociologist.'' New York: W.W. Norton & Co. . *
review/summary
* Griffith, Benjamin (2013). "College Fads''". St. James Encyclopedia of Popular Culture'' – via Gale Virtual Reference Library. * Heussner, Ki Mae. "7 Fads You Won't Forget". ''ABC News.'' * * Killian, Lewis M.; Smelser, Neil J.; Turner, Ralph H. "Collective behavior". ''Encyclopædia Britannica''. * * *

External links

* {{DEFAULTSORT:Fads And Trends Popular culture Crowd psychology