Scientists examine how social networks influence behavior

04Apr09

Scientists examine how social networks influence behavior
March 22nd, 2009 By Faye Flam

Conventional wisdom holds that it’s not what you know, it’s who you know. But now scientists studying networking are starting to realize that when it comes to much in life, it’s also who the people you know know, and perhaps also who those people know.

Drawing from computer science, math, sociology and other disciplines, researchers are starting to figure out how those branching thickets of human social networks are shaping our tastes, our purchases, how we vote, and even our health and happiness.

At the University of Pennsylvania, Michael Kearns is using controlled voting experiments to show how a small minority view can win over an overwhelming majority. Read More

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