A BANDWAGON EFFECT IN PERSONALIZED LICENSE PLATES

The bandwagon effect is a consumption externality that exists when an individual's demand for a good is increased by his observation of other consumers using that good. This paper models a product demand curve with a bandwagon effect and, using data on sales of personalized license plates, estimates such a demand curve. Certain more conventional models of product demand, including information diffusion and habit formation models, are observationally similar to the bandwagon model, despite being conceptually different from it. I attempt to use the license plate data to discriminate between the bandwagon model and these other models. Copyright © 1991, Wiley Blackwell. All rights reserved