The Spread of Behavior in an Online Social Network Experiment¶
Centola, D. (2010). The Spread of Behavior in an Online Social Network Experiment. Science, 329(5996), 1194-1197.
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1 citation across 1 artifact.
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Primes¶
- Cultural Diffusion
- Centola's 2010 networked-diffusion experiments show that adoption on clustered networks (where most people know each other) is slower than on random networks (weak ties) for simple contagion, but faster for complex contagion (things requiring social reinforcement from multiple sources), reversing expectations
This sourceExperimentally shows complex contagion (requiring social reinforcement) spreads farther/faster on clustered networks, while simple contagion favors random/long-tie topologies — reversing the weak-ties intuition.
- Centola's 2010 networked-diffusion experiments show that adoption on clustered networks (where most people know each other) is slower than on random networks (weak ties) for simple contagion, but faster for complex contagion (things requiring social reinforcement from multiple sources), reversing expectations
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