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How Behavior Spreads


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A new, counterintuitive theory for how social networks influence the spread of behavior

About the Author

Damon Centola is professor of communication, sociology, and engineering at the University of Pennsylvania, where he is also senior fellow at the Leonard Davis Institute of Health Economics and director of the Network Dynamics Group.


"Winner of the Harrison White Book Award, Mathematical Sociology Section of the American Sociological Association"

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