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Behavior Influenced More In Denser Networks

Disease can spread quickly. Someone with a cold infects a few casual contacts, who in turn infect others. Ideas can also spread that way, along so-called random networks. But Damon Centola at MIT says that ideas and beliefs spread faster and more efficiently when they’re reinforced in clustered networks, with overlapping connections among the members.

疾病传播速度极快。感冒的人会把感冒传染给身边的人，他们继而传染给更多的人。在所谓的随机网络中，各种观念也是这么传播开来的。不过，麻省理工学院的戴蒙·森特拉则指出，思想观念在信息发生交叉的集群网络中得到加强之后，会得到更快速、更有效的传播。

Centola recruited more than 1,500 participants for what was billed as a Web-based health community. Each had an anonymous profile and was matched with health buddies. In one group, a minimal number of links connected the participants. The other group was denser, with redundant links.

森特拉把1500多名用户加进了一个网络卫生社区。社区中的每位用户都有各自的匿名形象，并且有对应的卫生伙伴。用户被分为两组，一组成员之间的联系信息受到特定限制，较固定；而另一组成员间的联系信息量较大，较随机。

In each group, a seed participant was planted with an idea: to register for an online health forum.. Whenever a member registered, the member’s contacts got the message. Ultimately, 54 percent of the participants in the clustered network signed up, compared with only 38 percent in the random nework. And the behavior spread about four times faster in the clustered groups. The study is in the journal Science. [Ppc]

每一组中都有一名种子成员，这名种子成员有一个任务：注册一个在线卫生论坛。只要组内有成员注册，该成员的联系人都会收到通知。最终，集群网络中有54%的成员注册，而随机网络中只有38%。并且，集群网络中行为的传播速度要比随机网络快约4倍。《科学》上有这项研究的记载。

Centola thinks people are more swayed when they hear that multiple contacts are trying something new and that public health officials should take advantage of clustered networks to encourage people’s healthful behaviors.

森特拉认为当人们留意到多数人开始尝试新鲜事物的时候更容易被动摇，公共卫生官员应该利用集群网络鼓励人们注意培养卫生习惯。

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