In the paper "A Theory of Fads, Fashion, Custom, and Cultural Change as Informational Cascades", Bikhchandani, Hirshleifer, and Welch (1992) developed a model demonstrating how information cascades can lead to rapid and widespread adoption of behaviours or beliefs. They showed that when individuals rely heavily on the observed actions of others, small initial advantages or random events can trigger a cascade, causing many to make the same choice regardless of their private signals.