How Behavior Spreads: The Science of Complex Congation

How Behavior Spreads: The Science of Complex Contagions

In a new book published by Princeton University Press, Professor Damon Centola explains that contrary to the idea that everything "goes viral," the way that new behaviors spread is quite different from the way that viruses do. Centola is an associate professor at the Annenberg School for Communication and the School of Engineering and Applied Sciences at the University of Pennsylvania, where he is director of the Network Dynamics Group.