Assume you have a large group pf people, all of whom have the choice of going to either a new Indian restaurant or a new Thai place. The Indian restaurant is better (in an objective sense) than the Thai place. And each person in the group is going to receive, at some point, a piece of information about which restaurant is better. But the information is imperfect. Sometimes it will be wrong – that is, it will say the Thai place is better when it’s not – and will guide a person in the wrong direction. So to supplement their own information, people will look at what others are doing.
(The economists assume that everyone knows that everyone else has a piece of good information too.)
The problem starts when people’s decisions are not made all at once but rather in sequence, so that some people go to one of the two restaurants first and then everyone else follows in order. Remember, the information people have is imperfect. So if the first couple of people happen to get bad information, leading them to believe that the Thai restaurant is great, that’s where they’ll go. At that point, in the cascade model, everyone who follows assumes – even if they’re getting information telling them to go to the Indian restaurant – that there’s a good chance, simply because the Thai place is crowded, that it’s better.
So everyone ends up making the wrong decision, simply because the initial diners, by chance, got the wrong information.
In this case, a cascade is not the result of mindless trend-following, or conformity, or peer pressure. (“Everyone likes that new Britney Spears song, so I will too!”) People fall in line because they believe they’re learning something important from the example of others.
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The fundamental problem with an information cascade is that after a certain point it becomes rational for people to stop paying attention to their own knowledge – their private information – and to start looking instead at the actions of others and imitate them. (If everyone has the same likelihood of making the right choice, and everyone before you has made the same choice, then you should do what everyone else has done.) But once each individual stops relying on his own knowledge, the cascade stops becoming informative. Everyone thinks that people are making decisions based on what they know, when in fact people are making decisions based on what they think the people who came before them knew.