Man is a gregarious animal, so he always shows a drift mentality consciously or unconsciously in his life. In fact, this sentence is more suitable to describe people's consumption behavior in economic life. In reality, many people's consumption behavior is always easily influenced by others' consumption behavior. In fact, this is the "herd effect" in economics. Sheep themselves are scattered, and generally run blindly together, but once one sheep moves, other sheep will plunge into it without thinking, regardless of the possibility of wolves in front or better grass not far away. Therefore, in reality, "herding effect" is compared to a herd mentality, also known as "herding effect". Generally speaking, herd mentality can easily lead to blind obedience, which often leads to fraud or failure. "Herd effect" was originally a summary of psychologists' research on human behavior, and now it has been widely used by economists to study human economic behavior, especially human consumption behavior. Herd effect is used to describe the herd mentality of economic individuals. For example, when shopping, I like to go to crowded shops; When choosing tourist spots, they prefer hot cities and hot routes; When choosing brands, we prefer those brands with high market share. Herd effect is usually two-way. In fact, this is the role played by the so-called "bad" example and "good" example. But from a dynamic point of view, the "herd effect" will eventually make the minority become the mainstream. In daily consumption, the herding effect is also particularly obvious. In reality, many people, especially many unmarried people, like to go shopping with friends, because friends have closer eyes and shopping is more fun. However, when choosing a shopping partner, it's best to pick some friends with similar spending power. On the contrary, shopping with partners whose spending power is higher or lower than their own will be affected by the "herd effect" and they will involuntarily make irrational behaviors that are not in line with their consumption habits.