Why read How Behavior Spreads?

Book cover of How Behavior Spreads: The Science of Complex Contagions

Book description

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

New social movements, technologies, and public-health initiatives often struggle to take off, yet many diseases disperse rapidly without issue. Can the lessons learned from the viral diffusion of diseases improve the spread of beneficial behaviors and innovations?…

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Why read it?

1 author picked How Behavior Spreads as one of their favorite books. Why do they recommend it?

Marianne E. Krasny

Author

At first I thought that spreading plant-rich diet or other climate-friendly behaviors would be easy—all my students and I had to do was post photos of enticing meals on Instagram, and hundreds if not thousands would rush to their kitchens.

Then I read Centola’s book and realized that measles spread rapidly with minimal effort, but complex behaviors spread only through repeated exposure in tight networks—through multiple messages from multiple messengers.

Host vegan meals for close friends and family and you might see more plant-rich options when you get invited back.

From Marianne's list on influencing others to act on climate change.