Biografía del autor 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. A new, counterintuitive theory for how social networks influence the spread of behaviorNew 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 improve the spread of beneficial behaviors and innovations? How Behavior Spreads 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. Damon Centola's startling findings show that the same conditions that accelerate the viral expansion of an epidemic unexpectedly inhibit the spread of behaviors. How Behavior Spreads is a must-read for anyone interested in how the theory of social networks can transform our world. Winner of the Harrison White Book Award, Mathematical Sociology Section of the American Sociological Association Contraportada "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. This is a fine book."--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
- Libro Impreso
- Edición:
- Editorial: Vintage
- Autor: Centola, Damon
