Sushil Bikhchandani, David Hirshleifer, and Ivo Welch A theory of fads, fashion, custom, and cultural change as informational cascades articleA theory of fads, fashion, custom, and cultural change as informational cascadesSushil Bikhchandani, David Hirshleifer, and Ivo WelchJournal of Political Economy, vol. 100, no. 5, 1992, pp. 992–1026