And particularly when a home shares walls with neighbors in an apartment building or a condo complex, contagion spreads.
Some empirical observations have validated studied spread models, for example, Romero et al. observe a threshold-like complex contagion effect in spread of political hashtags on Twitter [11].
Our results contribute to a better understanding of the dynamics of complex contagion and, from a practical side, for the identification of efficient spreaders in viral phenomena.
The assumptions of complex contagion are consistent with a number of theories.
Recruiting non-smokers to a cessation intervention may augment available social support for cessation, and increase social pressure (complex contagion effects) on other smokers to participate, thereby facilitating viral spread.
Theoretical and computational studies have investigated a number of spread models including independent cascade, linear threshold [4], other threshold-based models [1], and complex contagion [8, 10].
This result is especially important in the context of the complex contagion hypothesis, which posits that repeated exposures to controversial behaviors are essential to the adoption of these behaviors.
We are motivated to focus on uniform threshold spread both because of this model's strong resemblance to Complex Contagion from sociology [8] (which has been qualitatively observed in real data [11]) and by the relative lack of theoretical traction for this model.
Complex contagion represents spread of items under the influences of intensive, repeated and valued contacts.
Other types of complex contagions too can be faithfully represented on networks [27].
Contagion depends on a complex interplay between a virus and its victim, including where it enters the body, the types of cells in which it can reproduce and whether it can then escape to reach another human.
