
© Win Nondakowit / FotoliaA shared neighbor acts as a go-between, transmitting information to the individuals on either side, allowing them to indirectly influence each other. The researchers found that this indirect influence waned as the distance between two individuals grew, leveling off after six degrees of separation.
New research using advanced computer modeling sheds light on how behaviors may become "contagious" in large groups, showing that the memory of one individual can indirectly influence that of another via shared social connections. The findings are published in
Psychological Science, a journal of the Association for Psychological Science.
"In large social networks, our model demonstrated that
information is 'contagious' in much the same way that behavior seems to be contagious," say researchers Christian Luhmann and Suparna Rajaram of Stony Brook University. "These results suggest that information transmission is a critical mechanism underlying the social transmission of behavior."
While research has shown that various behaviors, including smoking, seem to spread throughout social networks, the mechanisms driving this behavioral contagion remain mysterious. To shed light on these contagious phenomena, Luhmann and Rajaram decided to incorporate well-established cognitive processes into computer models capable of simulating groups much larger than those typically seen in laboratory research. In doing so, they would be able to see how individuals interact, and how information flows, within groups that ranged from two to 500 people.
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