2011/10/31 by Matthew O. Jackson, Jackson, Matthew O., Dunia López-Pintado +2 · 1 citation
Computer Science · Physics and Astronomy · Social Sciences · #Complex Network Analysis Techniques #Evolutionary Game Theory and Cooperation #Opinion Dynamics and Social Influence #cs.SI #physics.soc-ph
paper · pdf · doi:10.48550/arxiv.1111.0073
18 pages, 1 figure
arxiv created 2011/10/31 · arxiv updated 2011/11/02
We study how a behavior (an idea, buying a product, having a disease, adopting a cultural fad or a technology) spreads among agents in an a social network that exhibits segregation or homophily (the tendency of agents to associate with others similar to themselves). Individuals are distinguished by their types (e.g., race, gender, age, wealth, religion, profession, etc.) which, together with biased interaction patterns, induce heterogeneous rates of adoption. We identify the conditions under which a behavior diffuses and becomes persistent in the population. These conditions relate to the level of homophily in a society, the underlying proclivities of various types for adoption or infection, as well as how each type interacts with its own type. In particular, we show that homophily can facilitate diffusion from a small initial seed of adopters.