A fashion model with social interaction

In general, it is difficult to investigate social phenomena mathematically or quantitatively due to non-linear interactions. Statistical physics can provide powerful methods for studying social phenomena with interactions, and could be very useful for them. In this study, we take a focus on fashion as a social phenomenon with interaction. The social interaction considered here are “bandwagon effect” and “snob effect.” In the bandwagon effect, the correlation between oneʹs behavior and others is positive. People feel fashion weary or boring when it is overly popular. This is the snob effect. It is assumed that the fashion phenomenon is formed by the aggregation of individualʹs binary choice, that is, the fashion is adopted or not. We formulate the fashion phenomenon as the logit model, which is based on the random utility theory in social science, especially economics. The model derived here basically has the similarity with the pioneering model by Weidlich (Phys. Rep. 204 (1991) 1), which was derived from the master equation, the Langevin equation, or the Fokker–Planck equation. This study seems to give the behavioral or behaviormetrical foundation to his model. As a result of dynamical analysis, it is found that in the case that both the bandwagon effect and the snob effect work, periodic or chaotic behavior of fashion occurs under certain conditions.