Complex contagion refers to the phenomenon in social networks in which multiple sources of exposure to an innovation are required before an individual adopts the change of behavior. This differs from simple contagion in that, unlike a disease, it may not be possible for the innovation to spread after only one incident of contact with an infected neighbor.

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  • Complex contagion refers to the phenomenon in social networks in which multiple sources of exposure to an innovation are required before an individual adopts the change of behavior. This differs from simple contagion in that, unlike a disease, it may not be possible for the innovation to spread after only one incident of contact with an infected neighbor. The spread of complex contagion across a network of people may depend on many social and economic factors; for instance, how many of one's friends adopt the new idea as well as how many of them cannot influence the individual, as well as their own disposition in embracing change.
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  • April 2011
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  • April 2011
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  • April 2011
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  • Complex contagion refers to the phenomenon in social networks in which multiple sources of exposure to an innovation are required before an individual adopts the change of behavior. This differs from simple contagion in that, unlike a disease, it may not be possible for the innovation to spread after only one incident of contact with an infected neighbor.
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  • Complex contagion
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