Complex Contagions Explained
Complex contagions require individuals to accept personal costs for behavior change, unlike low-cost viral trends. The example of a social media initiative for same-sex marriage illustrates how people often wait for social reinforcement from multiple peers before adopting new behaviors. This highlights the importance of social networks in driving significant movements, contrasting with the rapid spread of ideas like those seen during the coronavirus outbreak.In this clip
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Hidden Brain
The Snowball Effect
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