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How Behavior Spreads

The Science of Complex Contagions
in: Biology
Summary:

The book explores the dynamics of how behaviors and ideas propagate through social networks, distinguishing between simple and complex contagions. It delves into the mechanisms that drive the spread of behaviors, the role of network structures, and the implications for social change and innovation.

Key points:

1. Complex contagions need multiple reinforcements to spread, unlike simple ones that spread after one exposure.

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