How Behavior Spreads by Damon Centola
The Science of Complex Contagions
A concise exploration of why behaviors, beliefs, and innovations spread differently from diseases, arguing that many changes require reinforcement from multiple trusted contacts rather than a single exposure. It explains how network structure—especially clustered communities and “wide bridges”—shapes diffusion, why weak ties can be insufficient for complex adoption, and how homophily and norms influence outcomes. Drawing on experiments and network science, it offers practical insights for designing social platforms, public health efforts, and policies that foster durable, equitable behavior change while mitigating misinformation and polarization.
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- Published
- 2018
- Nationality
- American
- Length
- Medium
- Pages
- 300-320
- Original Language
- English
- Avg User Rating
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(5.0)
- Alternate Titles
- None
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