Can science explain why I love shopping?
CrowdScience
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The Role of Personal Influence in Decision Making
Sociologists have known for a long time that personal influence is really critical for deciding what kinds of behaviours take hold in a population. We've wondered whether translating information between different groups of people who don't otherwise know each other might be associated with using particular parts of your brain differently. And so we don't know yet whether it's that sitting in that kind of position in a social network would train up those parts of the brain and make people use them more because they're getting more practice.
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