Page 61 - The Complexity Perspective 20 02 18

Patterns of Diffusion: Growth

Opinion feedback drives the spread of an idea across a network from
'no one knows' to (practically) 'everyone knows'. Potentially millions of
individual interactions and millions of individuals' opinions are

involved. Each of the agents involved has their own attributes that
influence both the worth of their opinion, their willingness to adopt a
new idea or offering, and their personal willingness to pass an opinion

at all. Diffusion theorists have sought to model the spread of new ideas
through the population, the most common such model being the
logistics curve.

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