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How Behavior Spreads
The Science of Complex Contagions
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Gewicht:
636 g
Format:
246x161x32 mm
Beschreibung:
Damon Centola is an associate professor in the Annenberg School for Communications and the School of Engineering and Applied Sciences at the University of Pennsylvania, where he is director of the Network Dynamics Group.
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.