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Centola and Macy show that the weak ties and small worlds networks are both very good for spreading simple contagions. However, for complex contagions, weak ties and small worlds can slow diffusion.

Centola and Macy suggest four mechanisms of complex contagion. These properties explain the need for multiple exposures in the spread of contagion:

#Coordination. Certain innovations become attractive only when people collectively adopt them. In his book "Change," Centola discusses that social technologies like popular media-sharing

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