How Behavior Spreads - The Science of Complex Contagions

Explore the science of complex contagions and how behavior spreads in this Santa Fe Institute Community Lecture by Damon Centola. Delve into over a decade of original research examining the diffusion of social behaviors in voting, health, technology, and finance. Discover why many social movements and innovations struggle to gain traction while diseases spread rapidly. Learn how conventional wisdom about social networks has hindered past diffusion efforts and gain insights into leveraging networks for social change. Examine web-based methods for understanding how changes in social networks affect behavior, and uncover practical applications for public health workers, entrepreneurs, and activists. Centola, an Associate Professor at the University of Pennsylvania and Director of the Network Dynamics Group, presents groundbreaking findings on social epidemiology, cultural evolution, and the dynamics of complex contagions. Gain valuable knowledge on topics such as the strength of weak ties, epidemic thinking, tipping points, social reinforcement, and the diffusion process in spatial networks. Understand the implications for policy and the potential for applying these concepts to solve organizational change and social innovation challenges.