Adoption as a Social Marker: The Diffusion of Products in a Multigroup Environment.

摘要: Social identities are among the key factors driving social behavior in complex societies. Recent attention to identity consumer indicates that individuals avoid products might signal membership an outgroup. Yet population-level consequences of adoption as signaling largely unknown. Whereas previous work has focused on asymmetric attraction and repulsion groups with different identities, here we consider spread innovations a structured population which there multiple who don't want be mistaken for one another, using both analytical agent-based modeling. This formal analysis, first take spatial structure into account, allows us empirically important factors, including demographic skew communication scale, likely influence overall patterns adoption. We find become emergent markers, aversion outgroup-associated can decrease promote extent uptake product is locally polarized. When communications long-range, polarization global. research particular relevance widely beneficial but identity-relevant products, such green technologies, where levels determine positive benefits accrue society at large.