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Complex Contagion
“One exposure may inform; several trusted sources may make a costly adoption feel viable.”
01 / SUMMARY
In short
Complex contagion models behaviors that require social reinforcement, legitimacy, or coordination before spreading. Unlike simple contagions, redundancy and dense clusters may support adoption.
03 / SCENE
In the wild
Someone tries a collaboration tool after seeing it work in several trusted teams, not after one isolated advertisement.
04 / LIMIT
The limit
Not every behavior spreads like disease, and repeated exposure may also reflect selection or repeated advertising.
FINAL NOTE
What remains
Before chasing reach, ask how many confirmations and what kind of trust the behavior requires.