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Cultural trends and popularity cycles can be observed all around us, yet ourtheories of social influence and identity expression do not explain whatperpetuates these complex, often unpredictable social dynamics. We propose atheory of social identity expression based on the opposing, but not mutuallyexclusive, motives to conform and to be unique among one's neighbors in asocial network. We then model the social dynamics that arise from thesemotives. We find that the dynamics typically enter random walks or stochasticlimit cycles rather than converging to a static equilibrium. We also prove thatwithout social network structure or, alternatively, without the uniquenessmotive, reasonable adaptive dynamics would necessarily converge to equilibrium.Thus, we show that nuanced psychological assumptions (recognizing preferencesfor uniqueness along with conformity) and realistic social network structureare both necessary for explaining how complex, unpredictable cultural trendsemerge.

Hipsters and the Cool: A Game Theoretic Analysis of Social Identity, Trends and Fads