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Centola, Damon
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How Behavior Spreads: The Science of Complex Contagions (Princeton Analytical Sociology Series) Paperback – March 24, 2020

by Damon Centola (Author)
4.7 4.7 out of 5 stars 44 ratings
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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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  1. Print length
    312 pages
  2. Language
    English
  3. Publisher
    Princeton University Press
  4. Publication date
    March 24, 2020
  5. Dimensions
    6.25 x 0.75 x 9.25 inches
  6. ISBN-10
    0691202427
  7. ISBN-13
    978-0691202426
  8. See all details
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Customer reviews

4.7 out of 5 stars
44 global ratings

Top reviews from the United States

jf
5.0 out of 5 stars Remarkable
Reviewed in the United States on July 7, 2018
Verified Purchase
A must read for anyone interested in how norms develop between individuals and across society. It is some of the most interesting and thought provoking research I've read this year, with implications that are significant and wide ranging.
12 people found this helpful
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Top reviews from other countries

Cameron
3.0 out of 5 stars Deep, not broad, look at change contagions
Reviewed in Canada on November 27, 2019
Verified Purchase
The premise of this book is an important one in the behavioural sciences. The examination of certain network modeling techniques and the explanation of what they tell us is solid. What this book lacks - or rather maybe it’s the title that misleads us - is breadth and some greater mention of different ways to understand network effects and the spread of behaviour. This is a decent book and excellently researched and presented, it’s just not all I was looking for from the title.
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