Social Contagion and Innovation: Cohesion versus Structural Equivalence

摘要: Two classes of network models are used to reanalyze a sociological classic often cited as evidence social contagion in the diffusion technological innovation: Medical Innovation. Debate between cohesion and structural equivalence poses following question for study: Did physicians resolve uncertainty adopting new drug through conversations with colleagues (cohesion) or their perception action proper an occupant position structure (structural equivalence)? The alternative defined, compared, tested. Four conclusions drawn: (a) Contagion was not dominant factor driving tetracyclene's diffusion. Where there is contagion, personal preferences at work.