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How Behavior Spreads: The Science of Complex Contagions
Damon Centola
ISBN: 9780691202426 | 312 pages | 8 Mb
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How Behavior Spreads: The Science of Complex Contagions Damon Centola
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 be used to improve the spread of beneficial behaviors and innovations? In How Behavior Spreads, Damon Centola 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. Centola's startling findings show that the same conditions accelerating the viral expansion of an epidemic unexpectedly inhibit the spread of behaviors. While it is commonly believed that "weak ties"—long-distance connections linking acquaintances—lead to the quicker spread of behaviors, in fact the exact opposite holds true. Centola demonstrates how the most well-known, intuitive ideas about social networks have caused past diffusion efforts to fail, and how such efforts might succeed in the future. Pioneering the use of Web-based methods to understand how changes in people's social networks alter their behaviors, Centola illustrates the ways in which these insights can be applied to solve countless problems of organizational change, cultural evolution, and social innovation. His findings offer important lessons for public health workers, entrepreneurs, and activists looking to harness networks for social change. Practical and informative, 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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Damon Centola
ISBN: 9780691202426 | 312 pages | 8 Mb
======================================================
Download Link: DOWNLOAD
======================================================
How Behavior Spreads: The Science of Complex Contagions Damon Centola
Publisher: Princeton University Press
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 be used to improve the spread of beneficial behaviors and innovations? In How Behavior Spreads, Damon Centola 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. Centola's startling findings show that the same conditions accelerating the viral expansion of an epidemic unexpectedly inhibit the spread of behaviors. While it is commonly believed that "weak ties"—long-distance connections linking acquaintances—lead to the quicker spread of behaviors, in fact the exact opposite holds true. Centola demonstrates how the most well-known, intuitive ideas about social networks have caused past diffusion efforts to fail, and how such efforts might succeed in the future. Pioneering the use of Web-based methods to understand how changes in people's social networks alter their behaviors, Centola illustrates the ways in which these insights can be applied to solve countless problems of organizational change, cultural evolution, and social innovation. His findings offer important lessons for public health workers, entrepreneurs, and activists looking to harness networks for social change. Practical and informative, 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 Contagion A new, counterintuitive theory for how social networks influence the spread of behavior. New social movements, technologies, and public-health initiatives often How Behavior Spreads: The Science of Complex Contagions He shows how the kind of social networks that encourage simple diffusion, spreading information about a book, differ from those that encourage and sustain more How Behavior Spreads : The Science of Complex Contagions How Behavior Spreads : The Science of Complex Contagions (Princeton Analytical Sociology). by Centola, Damon. Not rated yet! (0). Link to an enlarged image How Behavior Spreads: The Science of Complex Contagions How Behavior Spreads: The Science of Complex Contagions. By Damon Centola. Princeton, N.J.: Princeton University Press, 2018. Pp. x+296. $35.00 (cloth); How Behavior Spreads The Science of Complex Contagions Conventional wisdom holds that behaviors spread more effectively through weak social ties rather than strong ones. But according to Damon How Behavior Spreads: The Science of Complex Contagions Complex contagions, such as movement participation, require clustered, dense, and overlapping ties to spread. In contrast, weak ties reduce How Behavior Spreads: The Science of Complex Contagions A new, counterintuitive theory for how social networks influence the spread of behaviorNew social movements, technologies, and public-health initiatives Spreading Safe Behavior Is Complex, and Everyone Can Help Strong social bonds help spread them. Shot of Science home page Spreading Safe Behavior Is Complex, and Everyone Can Help on how social contagion dynamics influence individual and collective health outcomes. How Behavior Spreads: The Science of Complex Contagions A new, counterintuitive theory for how social networks influence the spread of behavior. New social movements How Behavior Spreads: The Science of Complex Contagions Damon Centola, associate professor in the Annenberg School for Communication and Penn Engineering, uses
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