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How Behavior Spreads: The Science of Complex Contagions by Damon Centola

How Behavior Spreads: The Science of Complex Contagions

by Damon Centola
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Book cover type: Hardcover
  • ISBN13: 9780691175317
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Princeton University Press
  • Publisher Imprint: Princeton University Press
  • Publication Date:
  • Pages: 264
  • Original Price: INR 3400.0
  • Language: English
  • Edition: N/A
  • Item Weight: 635 grams
  • BISAC Subject(s): Sociology / General, Popular Culture, and Methodology

From the Back Cover

"In social networks, as in media networks, content matters--the types of behaviors that propagate through networks shape the kinds of structures best able to propagate them. Clearly and elegantly written, brimming with fresh ideas, and based on cutting-edge experimental techniques, How Behavior Spreads is an essential addition to the core bookshelves of social scientists who care about networks and social change."--Paul DiMaggio, Princeton University

"Just when we thought there was nothing new to say about diffusion through networks, along comes How Behavior Spreads. Filled with refreshing, novel arguments that distinguish simple from complex contagions, this book concludes with innovative online experiments and provocative proposals for beneficial social engineering. I urge widespread diffusion of its outstanding ideas."--Mark Granovetter, Stanford University

"Well-organized and well-written, How Behavior Spreads shows that complex and simple contagion processes are different, and that these differences are important for understanding a wide class of diffusion outcomes."--Peter Bearman, Columbia University

"Developing an original perspective on diffusion via networks, this book's model and evidentiary approach are distinctive."--Peter Marsden, Harvard University

Damon Centola is an associate professor in the Annenberg School for Communication and the School of Engineering and Applied Sciences at the University of Pennsylvania, where he is director of the Network Dynamics Group.

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