A fad, trend, or craze is any form of

collective behavior The expression collective behavior was first used by Franklin Henry Giddings and employed later by Robert Park and Ernest Burgess, Herbert Blumer, Ralph H. Turner and Lewis Killian, and Neil Smelser to refer to social processes and even ...

that develops within a

culture Culture ( ) is a concept that encompasses the social behavior, institutions, and Social norm, norms found in human societies, as well as the knowledge, beliefs, arts, laws, Social norm, customs, capabilities, Attitude (psychology), attitudes ...

, a

generation A generation is all of the people born and living at about the same time, regarded collectively. It also is "the average period, generally considered to be about 20–⁠30 years, during which children are born and grow up, become adults, and b ...

, or

social group In the social sciences, a social group is 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. F ...

in which a group of people enthusiastically follow an impulse for a short time period. Fads are

object Object may refer to: General meanings * Object (philosophy), a thing, being, or concept ** Object (abstract), an object which does not exist at any particular time or place ** Physical object, an identifiable collection of matter * Goal, an a ...

s or behaviors that achieve short-lived popularity but fade away. Fads are often seen as sudden, quick-spreading, and short-lived events. 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, the Netherlands and parts of Northern France. Both Belgium and the ...

, 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 ...

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 440 BC. The yo-yo was also called a bandalore in th ...

hula hoop A hula hoop is a toy hoop (rhythmic gymnastics), hoop that is twirled around the waist, limbs or neck. It can also be wheeled along the ground like a wheel with careful execution and practice. They have been used by children and adults since ...

s, and

fad dance Novelty and fad dances are dances which are typically characterized by a short burst of popularity. Some of them, like the Twist, Y.M.C.A. and the Hokey Pokey, have shown much longer-lasting lives. They are also called dance fads or dance cr ...

s such as the

Macarena "Macarena" is a song by Spanish pop duo Los del Río, originally recorded for their 1993 album '' A mí me gusta''. A dance remix by the electropop group Fangoria was a success in Spain, and a soundalike cover version by Los del Mar became ...

, floss and the twist. 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. A 1903 paper in the '' American Journal of Psychology'' defined a "habit, from the standpoint of psychology, ...

s or

customs Customs is an authority or Government agency, agency in a country responsible for collecting tariffs and for controlling International trade, the flow of goods, including animals, transports, personal effects, and hazardous items, into and out ...

but less durable, fads often result from an activity or behavior being perceived as popular 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. Members of peer groups are likely to influence each others' beliefs and behaviour. Durin ...

, or being deemed " cool" as often promoted by

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

.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 or

going viral Viral phenomena or viral sensations are objects or patterns that are able to replicate themselves or convert other objects into copies of themselves when these objects are exposed to them. Analogous to the way in which viruses propagate, the te ...

. 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, garments, dress, apparel, or attire) is any item worn on a human human body, body. Typically, clothing is made of fabrics or textiles, but over time it has included garments made from animal skin and other thin s ...

fad diet A fad diet is a diet that is popular, generally only for a short time, similar to fads in fashion, without being a standard scientific dietary recommendation, and often making unreasonable claims for fast weight loss or health improvements; ...

s or frauds such as

pyramid scheme A pyramid scheme is a business model which, rather than earning money (or providing Return on investment, returns on investments) by sale of legitimate product (business), products to an end consumer, mainly earns money by recruiting new members ...

s. Apart from general novelty,

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

emotional blackmail The term emotional blackmail was 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 the pe ...

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

, or the desire to

conformity Conformity or conformism is the act of matching attitudes, beliefs, and behaviors to social group, group norms, politics or being like-minded. Social norm, Norms are implicit, specific rules, guidance shared by a group of individuals, that guide t ...

may drive fads. Popular celebrities can also drive fads, for example the highly popularizing effect of Oprah's Book Club. 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 a behavioral science that studies the Production (economics), production, distribution (economics), distribution, and Consumption (economics), consumption of goods and services. Economics focuses on the behaviour and interac ...

, 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 term used interchangeably to describe the creation of clothing, footwear, Fashion accessory, accessories, cosmetics, and jewellery of different cultural aesthetics and their mix and match into Clothing, outfits that depict distinct ...

s in political philosophies or consumerisation.

Formation

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 list of sociologists includes people who have made notable contributions to sociological theory or to research in one or more areas of sociology. A * Peter Abell, British sociologist * Andrew Abbott, American sociologist * Margaret ...

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

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 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.

Collective behavior

Fads can fit under the broad umbrella of

, 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 A crowd is as a group of people that have gathered for a common purpose or intent. Examples are a demonstration, a sports event, or a looting (classified in sociology as an acting crowd). A crowd may also simply be made up of many people goi ...

, panics, fashions, crazes, and more. Robert E. Park, 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 Types of IoT Security Devices