Editing Bandwagon effect (section)

=== Spread ===
The bandwagon effect works through a [[Self-reinforcing feedback|self-reinforcing]] mechanism, and can spread quickly and on a large-scale through a [[positive feedback loop]], whereby the more who are affected by it, the more likely other people are to be affected by it too.<ref name=":3" /><ref name=":4" />

A new concept that is originally promoted by only a single advocate or a minimal group of advocates can quickly grow and become widely popular, even when sufficient supporting evidence is lacking. What happens is that a new concept gains a small following, which grows until it reaches a [[Critical mass (sociodynamics)|critical mass]], until for example it begins being covered by [[mainstream media]], at which point a large-scale bandwagon effect begins, which causes more people to support this concept, in increasingly large numbers. This can be seen as a result of the [[availability cascade]], a self-reinforcing process through which a certain belief gains increasing prominence in public discourse.<ref name=":4" />

{{Further|Collective cognitive imperative}}