A psychological theory where individuals will do something primarily because other individuals are doing it, regardless of their own beliefs, which they will ignore or override. This effect has the capability to produce wide implications, but is most often seen in the areas of politics as well as in consumer behavior. For instance, in politics, individuals may vote for a candidate because he or she is most popular and the voters want to be considered as part of the majority. It can also be seen during bull markets and the growth of asset bubbles. It can also be referred to as herd mentality.