Description

A new, counterintuitive theory for how social networks influence the spread of behavior

New social movements, technologies, and public-health initiatives often struggle to take off, yet many diseases disperse rapidly without issue. Can the lessons learned from the viral diffusion of diseases improve the spread of beneficial behaviors and innovations? How Behavior Spreads presents over a decade of original research examining how changes in societal behavior—in voting, health, technology, and finance—occur and the ways social networks can be used to influence how they propagate. Damon Centola's startling findings show that the same conditions that accelerate the viral expansion of an epidemic unexpectedly inhibit the spread of behaviors. How Behavior Spreads is a must-read for anyone interested in how the theory of social networks can transform our world.

How Behavior Spreads: The Science of Complex Contagions

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Paperback / softback by Damon Centola

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A new, counterintuitive theory for how social networks influence the spread of behaviorNew social movements, technologies, and public-health initiatives often... Read more

    Publisher: Princeton University Press
    Publication Date: 24/03/2020
    ISBN13: 9780691202426, 978-0691202426
    ISBN10: 0691202427

    Number of Pages: 312

    Non Fiction , Politics, Philosophy & Society

    Description

    A new, counterintuitive theory for how social networks influence the spread of behavior

    New social movements, technologies, and public-health initiatives often struggle to take off, yet many diseases disperse rapidly without issue. Can the lessons learned from the viral diffusion of diseases improve the spread of beneficial behaviors and innovations? How Behavior Spreads presents over a decade of original research examining how changes in societal behavior—in voting, health, technology, and finance—occur and the ways social networks can be used to influence how they propagate. Damon Centola's startling findings show that the same conditions that accelerate the viral expansion of an epidemic unexpectedly inhibit the spread of behaviors. How Behavior Spreads is a must-read for anyone interested in how the theory of social networks can transform our world.

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