“Why has HIV spread so rapidly through the world’s population but behaviours that can prevent HIV have not? As the world is in the grip of a potential pandemic, this question raised by Damon Centola in his book How Behavior Spreads: The Science Of Complex Contagions is of great significance. Damon relies on the “strong ties, weak ties” framework developed by Mark Granovetter, an American anthropologist, to explain the spread of information, diseases and behaviours.”
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Professor in the Annenberg School for Communication, the School of Arts and Sciences, and the School of Engineering and Applied Sciences
