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Knowing about a new service or technology won’t make people adopt it. Would you bother creating a Facebook account or learning the ins and outs of a new software tool if nobody else within your close circle was using the social platform or computer program? In an excerpt from his book, How Behavior Spreads: The Science of Complex Contagions, social scientist Damon Centola convincingly demonstrates that people’s networks of acquaintances – rather than close friends – matter most in spreading ideas or technology. Centola’s highly informative article is a must-read for anyone interested in the diffusion of innovation.
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About the Author
Damon Centola is an associate professor at the Annenberg School for Communication and the School of Engineering and Applied Sciences at the University of Pennsylvania.
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