ABSTRACT
Conformity—being with the 'in' group, not being out of step—is a powerful human motivator. It can make the crucial difference in many brand choice decisions. Bandwagon effect occurs in situations as diverse as voting in elections and backing favorites in horse races. People conform most when they are insecure. Adolescence is a time of great insecurity and uncertainty. It is no surprise, then, that teenagers are highly conformist. How popular a brand is thought to be, or how familiar a company is thought to be, is an important dimension of image. Familiarity makes the brand 'stand out' and that is important in determining its chances of getting weighed up in the choice decision. Advertisers have to guard against creating overpopularity, which can suddenly become a liability for their brand. Unless a prestige brand's image is kept up through high price or other image-lifting devices it risks gradual degradation from too much popularity.
