The Snowball Effect
Hidden Brain
00:00
Contagions of Change
This chapter explores the differences between simple and complex contagions in the spread of ideas and behaviors within social networks. It emphasizes the emotional and cognitive barriers to adopting complex behaviors, illustrated through examples like the human rights campaign's Facebook profile picture initiative. The discussion covers the influence of social ties and celebrity endorsements, highlighting how change often stems from peripheral movements rather than central figures.
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