Behavior Influenced More In Denser Networks

September 3, 2010, 12:31 pm by Scientific American: Mind and Brain

Diseases can spread quickly. Someone with a cold infects a few casual contacts, who in turn infect others. Ideas can also spread that way, along so-called random networks. But Damon Centola at MIT says that ideas and beliefs spread faster and more efficiently when they’re reinforced in clustered networks, with overlapping connections among the members.Centola recruited more than 1,500 participants for what was billed as a Web-based health community. Each had an anonymous profile and was matched with health buddies. In one group, a minimal number of links connected the participants. The other group was denser, with redundant links. [More] Massachusetts Institute of Technology - Social network - Social sciences - Damon Centola - Psychology

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