Flavor of the month : why smart people fall for fads

While fads such as hula hoops or streaking are usually dismissed as silly enthusiasms, trends in institutions such as education, business, medicine, science, and criminal justice are often taken seriously, even though their popularity and usefulness is sometimes short-lived. Institutional fads such as open classrooms, quality circles, and multiple personality disorder are constantly making the rounds, promising astonishing new developments-novel ways of teaching reading or arithmetic, better methods of managing businesses, or improved treatments for disease. Some of these trends prove to be la