Bertrand.pt - How Behavior Spreads

How Behavior Spreads (eBook)

The Science Of Complex Contagions

de Damon Centola 

idioma: Inglês
Editor: Princeton University Press
Edição ou reimpressão: junho de 2018
30,32€
Pré-lançamento - envio a partir de 12-06-2018
Ebook para ADE

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? InHow 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.

How Behavior Spreads
The Science Of Complex Contagions
de Damon Centola 
ISBN: 9781400890095 Ano de edição ou reimpressão: Editor: Princeton University Press Idioma: Inglês Tipo de Produto: eBook Formato: ePUB i Classificação Temática: eBooks  >  eBooks em Inglês  >  Ciências Soc. e Humanas  >  Sociologia

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