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Books > Social sciences > Sociology, social studies > Social research & statistics
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How Behavior Spreads - The Science of Complex Contagions (Hardcover)
Loot Price: R875
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How Behavior Spreads - The Science of Complex Contagions (Hardcover)
Series: Princeton Analytical Sociology Series
Expected to ship within 10 - 15 working days
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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 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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