faddishness

Faddishness refers to the quality or state of being faddish: the rapid rise and equally rapid fall in popularity of ideas, behaviors, products, or styles. Faddish phenomena are characterized by short-lived appeal driven by novelty, social influence, and media amplification. They contrast with longer-lasting trends or fashions that persist across seasons or generations.

The term derives from "fad," first attested in 19th-century English. Faddishness describes the propensity of individuals and markets to adopt something because others are doing so, rather than on intrinsic merit. It can be observed across domains such as consumer goods, entertainment, and social practices.

Mechanisms include social proof, influencer effects, marketing cycles, and the scarcity-novelty feedback loop. Early adopters create perceived legitimacy, prompting wider adoption; as novelty wanes or negative information emerges, interest fades, and the phenomenon collapses.

Examples include fashion items, toys, diets, gadgets, and social media challenges. Faddishness tends to be more pronounced in high-visibility domains where peer comparison and rapid information exchange are common.

Critics note risks such as waste, misallocation of resources, and distraction from enduring practices. Proponents see economic activity and experimentation. Distinguishing fads from durable trends is a common analytic task, often using measures like sales volatility, search volume, and social engagement over time.

See also: fad, trend, fashion, meme, social contagion.