[Education]
DPhil in Economic and Social History, University of Oxford, U.K. (2006).
B.A. in Economics, Keio University, Japan (1998).
[Employment History]
Professor, Faculty of Economics, Gakushuin University, Japan (September 2007-Present).
Full-Time Researcher, Centre for Research on Socio-Cultural Change (CRESC), University of Manchester, U.K. (2005).
E-mail:
Western Economic History, Business History, History of Consumer Culture , History of Economic Thoughts, with an emphasis on modern British history.
Are you a snob, or are you easily swayed by others? Are you interested in trends?
American economist Harvey Leibenstein proposed the bandwagon and snob effect in forming consumer demand to explain trend phenomena. The bandwagon effect is a phenomenon where consumer demand increases in proportion to increased consumption by others. On the other hand, the snob effect is a phenomenon where consumer demand decreases in proportion to increased consumption by others. He posits that trends are formed from the desire to identify with the consumption behavior of others.
In other words, the act of bandwagoning is a situation where the expectations of however many people will purchase a "certain product" and the actual purchasing act unfolds in a spiral, and the first few consumers who begin to purchase that "certain product" are the snobs. In snob behavior, the desire to differentiate becomes stronger in relation to an increase in consumers for a product, thus moving on to new products and styles.
So which behavior do you tend to take? During your time as a student, please cultivate your ability to discern your own behavior without being carried away by the opinions of others. In order to do so, it is important to learn from the wisdom and lessons of past generations. By looking at things from a historical viewpoint, let's find the "reality" that does not fade even with the passage of time.