The Role of Reciprocity and Directionality of Friendship Ties in Promoting Behavioral Change

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• 关键词：Social networks ; Contagion ; Adoption ; Reciprocity
• 刊名：Lecture Notes in Computer Science
• 出版年：2016
• 出版时间：2016
• 年：2016
• 卷：9708
• 期：1
• 页码：33-41
• 全文大小：505 KB
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• 作者单位：Abdullah Almaatouq (17)
  Laura Radaelli (17)
  Alex Pentland (17)
  Erez Shmueli (17)
  
  17. Massachusetts Institute of Technology, 77 Massachusetts Ave, Cambridge, MA, 02139, USA
  
• 丛书名：Social, Cultural, and Behavioral Modeling
• ISBN：978-3-319-39931-7
• 刊物类别：Computer Science
• 刊物主题：Artificial Intelligence and Robotics
  Computer Communication Networks
  Software Engineering
  Data Encryption
  Database Management
  Computation by Abstract Devices
  Algorithm Analysis and Problem Complexity
  
• 出版者：Springer Berlin / Heidelberg
• ISSN：1611-3349
• 卷排序：9708

文摘

Friendship is a fundamental characteristic of human beings and usually assumed to be reciprocal in nature. Despite this common expectation, in reality, not all friendships by default are reciprocal nor created equal. Here, we show that reciprocated friendships are more intimate and they are substantially different from those that are not. We examine the role of reciprocal ties in inducing more effective peer pressure in a cooperative arrangements setting and find that the directionality of friendship ties can significantly limit the ability to persuade others to act. Specifically, we observe a higher behavioral change and more effective peer-influence when subjects shared reciprocal ties with their peers compared to sharing unilateral ones. Moreover, through spreading process simulation, we find that although unilateral ties diffuse behaviors across communities, reciprocal ties play more important role at the early stages of the diffusion process.