What is it all about?

The social contagion theory suggests that behaviors, emotions, and ideas can spread through social networks like a virus. It proposes that individuals are more likely to adopt certain behaviors or ideas if they are exposed to them through their social connections. This theory has been applied to a wide range of phenomena, such as the spread of obesity, smoking, and even happiness. The social contagion theory has important implications for public health interventions and marketing strategies, as it suggests that targeting social networks may be an effective way to promote behavior change.

The theory shows . . .

• . . . that we have a significant affect on others.
• . . . that our behaviors and believes can influence people.
• . . . that our behaviors and belives can influence people around us, over multiple degrees in separation.

Example obesity — Christakis & Fowler, 2011

Similiar research findings

(Chistiakis & Fowler, 2011, p. 560)

Obesity over three degrees of social seperation

These graphs show, that If you have a friend who is obese, your chances of being obese increase by 45 % , your friends who don’t know him have a 20% increase in the chance of being obese and their friends a 5% increased chance.

For more details - read the paper!

References