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Complex contagion is 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. ==Mechanisms of complex contagion== ''Complex Contagion and the Weakness of Long Ties'' by Damon Centola of Harvard University and Michael Macy of Cornell University suggests four mechanisms of complex contagion. These properties explain the need for multiple exposures in the spread of contagion. #''Strategic complementarity.'' Many innovations are costly, especially for early adopters but less so for those who wait. The same holds for participation in collective action. #''Credibility.'' Innovations often lack credibility until adopted by neighbors. Hearing the same story from different people makes it seem less likely that surprising information is nothing more than the fanciful invention of the informant. #''Legitimacy.'' Knowing that a movement exists or that a collective action will taken place is rarely sufficient to induce bystanders to join in. Having several close friends participate in an event often greatly increases an individual’s likelihood of also joining, especially for high-risk social movements. Innovators risk being shunned as deviants until there is a critical mass of early adopters, and non-adopters are likely to challenge the legitimacy of the innovation. #''Emotional contagion.'' Most theoretical models of collective behavior – from action theory to threshold models to cybernetics share the basic assumption that there are expressive and symbolic impulses in human behavior that can be communicated and amplified in spatially and socially concentrated gatherings.〔 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Complex contagion」の詳細全文を読む スポンサード リンク
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