The growth in the size of the audience of Phish in its college band days was the result of

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The growth in the size of the audience of Phish in its college band days was likely the result of contagious diffusion, which is the spread of a cultural element or trend from person to person or from one area to another. It is likely that Phish gained popularity through word of mouth, as their music and performance style appealed to college students and others who were exposed to their music through friends and acquaintances. There is no evidence that national television exposure, hierarchical diffusion, or promotion by beer companies played a significant role in their initial growth.

The Growth in the Size of the Audience of Phish