Which concept explains buying because others are doing it?

• A. Habitual
• B. Bandwagon effect
• C. Dissonance
• D. Variety

Answer: (B)

The bandwagon effect explains buying because others are doing it. This social influence kicks in when people see a product gaining popularity or widespread use, so they adopt the same behavior to fit in or avoid missing out. Seeing friends, influencers, or many consumers buy a item creates “social proof” that it’s desirable, making you more likely to purchase even if you weren’t planning to.

Habitual buying, by contrast, comes from a routine or preference that repeats over time, not from watching others. Dissonance refers to the discomfort that can come after a tough decision, not the pulling force of others’ actions. Variety is about seeking new experiences or options, not about following the crowd.