Fad

The specific nature of the behavior associated with a fad can be of any type, including unusual language usage, distinctive clothing, fad diets, or frauds such as pyramid schemes. Apart from general novelty, mass marketing, emotional blackmail, peer pressure, or the desire to conformity 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 In economics, 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 fashions 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 the lower classes. 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. 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 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, 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". ==See also==