RESEARCH: The Truth About Behavioral Change
"And it corresponds with a growing body of research that describes behavioral change as a complex contagion, which needs reinforcing ties and wide bridges to spread."
"Whereas multiple exposures to the same individual may be sufficient for simple contagions to spread, multiple sources of exposure are needed to transmit complex contagions. If we know many people who can vouch for the new technology or business partner we’re considering, we’ll feel much better about diving in."
"Whereas multiple exposures to the same individual may be sufficient for simple contagions to spread, multiple sources of exposure are needed to transmit complex contagions. If we know many people who can vouch for the new technology or business partner we’re considering, we’ll feel much better about diving in."
The latest thinking on social networks explains why new technologies and innovative behaviors really spread. It’s not about “going viral.” https://t.co/OnVTOVgudj
— MITSloan Mgmt Review (@mitsmr) November 30, 2018
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