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How behavior spreads : the science of complex contagions

How behavior spreads : the science of complex contagions

Material type
단행본
Personal Author
Centola, Damon.
Title Statement
How behavior spreads : the science of complex contagions / Damon Centola.
Publication, Distribution, etc
Princeton;   Oxford :   Princeton University Press,   c2018.  
Physical Medium
x, 296 p. : ill.: ; 25 cm.
기타형태 저록
Online version:   Centola, Damon.   How behavior spreads : the science of complex contagions   9781400890095   (211009) 000045985077  
Series Statement
Princeton analytical sociology series
ISBN
9780691175317 0691175314
요약
"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"--Provided by publisher.
General Note
Online version: Centola, Damon. How behavior spreads : the science of complex contagions 9781400890095
Content Notes
Theory. Understanding diffusion -- The theory of complex contagions -- A social experiment on the internet -- Applications. Complex contagions in other contexts -- Diffusing innovations that face opposition -- Diffusing change in organizations -- Social Design. Designing social networks for diffusion -- Creating social contexts for behavior change -- Conclusions -- Epilogue: Experimental sociology -- Appendices: The ethics of social design ; Methods of computational social science ; Technical appendix for models.
Bibliography, Etc. Note
Includes bibliographical references (p. 225-289) and index.
Subject Added Entry-Topical Term
Human behavior.
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245 1 0 ▼a How behavior spreads : ▼b the science of complex contagions / ▼c Damon Centola.
246 3 0 ▼a Science of complex contagions
260 ▼a Princeton; ▼a Oxford : ▼b Princeton University Press, ▼c c2018.
300 ▼a x, 296 p. : ▼b ill.: ; ▼c 25 cm.
490 1 ▼a Princeton analytical sociology series
504 ▼a Includes bibliographical references (p. 225-289) and index.
505 0 ▼a Theory. Understanding diffusion -- The theory of complex contagions -- A social experiment on the internet -- Applications. Complex contagions in other contexts -- Diffusing innovations that face opposition -- Diffusing change in organizations -- Social Design. Designing social networks for diffusion -- Creating social contexts for behavior change -- Conclusions -- Epilogue: Experimental sociology -- Appendices: The ethics of social design ; Methods of computational social science ; Technical appendix for models.
520 ▼a "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"--Provided by publisher.
650 0 ▼a Human behavior.
776 0 8 ▼i Online version: ▼a Centola, Damon. ▼t How behavior spreads : the science of complex contagions ▼z 9781400890095 ▼w (211009) 000045985077
830 0 ▼a Princeton analytical sociology series.
945 ▼a KLPA

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Western Books/ Call Number 302.5 C397h Accession No. 111830886 Availability Available Due Date Make a Reservation Service B M

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