An Experimental Study of Homophily in the Adoption of Health Behavior

  title={An Experimental Study of Homophily in the Adoption of Health Behavior},
  author={Damon Centola},
  pages={1269 - 1272}
  • Damon Centola
  • Published 2011
  • Medicine
  • Science
  • How does the composition of a population affect the adoption of health behaviors and innovations. [...] Key Method We report results from a controlled experimental study on the spread of a health innovation through fixed social networks in which the level of homophily was independently varied. We found that homophily significantly increased overall adoption of a new health behavior, especially among those most in need of it.Expand Abstract
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