A study on the motivations of herd behavior

Herd behavior occurs when individuals exhibit a behavior that differs from their own preference in pursuit of what others choose, which is observed in many faces of life. In the process of consumer decision making, in particular, people tend to follow other people's choices as a way to reduce the risk of making bad decisions. This study focuses on the herd behavior exhibited by mothers of preschool children in relation to their purchasing decisions for children's goods and services. As a result, the authors aim to derive important implications regarding the independent features of concepts supporting herd behavior, relationships among these concepts, and factors determining satisfaction (or dissatisfaction) regarding consumer behavior.