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influence,network,and public opinion formation

influence,network,and public opinion formation
influence,network,and public opinion formation

Influentials, Networks, and Public Opinion Formation

Journal of Consumer Research (in press, Dec. 2007)

Duncan J. Watts1

Peter Sheridan Dodds2

1Department of Sociology, Columbia University, New York, NY, 10025

(djw24@https://www.doczj.com/doc/6317439722.html,).

2Department of mathematics and statistics, University of Vermont, Burlington VT, 05404 (peter.dodds@https://www.doczj.com/doc/6317439722.html,).

A central idea in marketing and diffusion research is that influentials—a minority of individuals who influence an exceptional number of their peers—are important to the formation of public opinion. Here we examine this idea, which we call the “influentials hypothesis,” using a series of computer simulations of interpersonal influence processes. Under most conditions that we consider, we find that large cascades of influence are driven not by influentials, but by a critical mass of easily influenced individuals. Although our results do not exclude the possibility that influentials can be important, they suggest that the influentials hypothesis requires more careful specification and testing than it has received.

INTRODUCTION

In the 1940’s and 50’s, Paul Lazarsfeld, Elihu Katz, and colleagues (Katz and Lazarsfeld 1955; Lazarsfeld, Berelson and Gaudet 1968) formulated a breakthrough theory of public opinion formation that sought to reconcile the role of media influence with the growing realization that in a variety of decision-making scenarios, ranging from political to personal, individuals may be influenced more by exposure to each other than to the media. According to their theory, illustrated schematically in figure 1, a small minority of opinion leaders act as intermediaries between the mass media and the majority of society. Because information, and thereby influence “flows” from the media through opinion leaders to their respective followers, Katz and Lazarsfeld (1955) called their model the “two-step flow” of communication, in contrast with the then paradigmatic one-step, or “hypodermic,” model which treated individuals as atomized objects of media influence (Bineham 1988).

Insert figure 1 about here

In the decades after the introduction of the two-step flow, the idea of opinion leaders, or influentials as they are also called (Merton 1968), came to occupy a central place in the literatures of the diffusion of innovations (Coleman, Katz and Menzel 1966; Rogers 1995; Valente 1995), communications research (Weimann 1994), and marketing (Chan

and Misra 1990; Coulter, Feick and Price 2002; Myers and Robertson 1972; Van den Bulte and Joshi 2005; Vernette 2004). By the late 1960’s, the theory had been hailed as one of most important formulations in the behavioral sciences (Arndt 1967), and by the late 1970’s, according to Gitlin (1978), the two-step flow had become the “dominant paradigm” of media sociology. According to Weimann (1994), over 3,900 studies of influentials, opinion leaders, and personal influence were conducted in the decades after Katz and Lazarseld’s seminal Decatur study, leading Burt (1999, 38) to comment that the two-step flow had become “a guiding theme for diffusion and marketing research.” More recently still, Roch (2005, 110) has concluded that “In business and marketing, the idea that a small group of influential opinion leaders may accelerate or block the adoption of a product is central to a large number of studies.”

But what exactly does the two-step flow say about influentials, and how precisely do they exert influence over the (presumably much larger) population of non-influentials? In the remainder of this article we argue that although the dual concepts of personal influence and opinion leadership have been extensively documented, it is nevertheless unclear exactly how, or even if, the influentials of the two-step flow are responsible for diffusion processes, technology adoption, or other processes of social change. By simulating a series of formal models of diffusion that are grounded in the mathematical social science literature, we find that there are indeed conditions under which influentials are likely to be disproportionately responsible for triggering large-scale “cascades” of influence, and that under these conditions, the usual intuition regarding the importance of influentials is supported. These conditions, however, appear to be the exception rather than the rule—

under most conditions that we consider, influentials are only modestly more important than average individuals. In the models that we have studied, in fact, it is generally the case that most social change is driven not by influentials, but by easily influenced individuals influencing other easily influenced individuals. Based on these results, we argue that although our models are at best a simplified and partial representation of a complex reality, they nevertheless highlight that claims regarding the importance influentials should rest on carefully specified assumptions about who influences whom, and how.

THE INFLUENTIALS HYPOTHESIS

Katz and Lazarsfeld (1955) originally defined opinion leaders as “the individuals who were likely to influence other persons in their immediate environment,” and this definition remains in use, more or less unchanged (Grewal, Mehta and Kardes 2000, 236). It is important to note that opinion leaders are not “leaders” in the usual sense—they do not head formal organizations, nor are they public figures, such as newspaper columnists, critics, or media personalities, whose influence is exerted indirectly via organized media or authority structures. Rather, their influence is direct and derives from their informal status as individuals who are highly informed, respected, or simply “connected.” As Keller and Berry(2003) specify “It’s not about the first names that come to mind when you think about the people with influence in this country—the leaders of government, the CEO’s of larger corporations, or the wealthy. Rather, it’s

about millions of people…who shape the opinions and trends in our country.” Oprah Winfrey, in other words, may or may not influence public opinion in various ways—but that is a question primarily of media, not interpersonal, influence, and therefore is the subject of a different discussion.

Although the notion of opinion leadership seems clear, precisely how the influence of opinion leaders over their “immediate environment” shapes opinions and trends across entire communities, or even a country, is not specified by the two-step flow model itself. Often it is described simply as “a process of the moving of information from the media to opinion leaders, and influence moving from opinion leaders to their followers” (Burt 1999, 38), where the mechanics of the process itself are either left unspecified, or alternatively are asserted to derive from some diffusion process. Kelly et al. (1991, 168), for example, claim that “Diffusion of innovation theory posits that trends and innovations are often initiated by a relatively small segment of opinion leaders in the population,” and similar statements appear in fields as diverse as marketing (Chan and Misra 1990; Coulter et al. 2002; Van den Bulte and Joshi 2005), public health (Kelly et al. 1991; Moore et al. 2004, 189; O'Brien et al. 1999; Soumerai et al. 1998, p. 1358), and political behavior (Nisbet 2006; Roch 2005), as well as featuring in popular books (Barabasi 2002; Gladwell 2000) and commercial marketing publications (Burson-Marsteller 2001; Keller and Berry 2003; Rand 2004).

On closer inspection, however, the diffusion of innovations literature, does not specify any such theory. Rogers (1995, 281) does indeed state that “The behavior of opinion

leaders is important in determining the rate of adoption of an innovation in a system. In fact, the S-shape of the diffusion curve occurs because once opinion leaders adopt and tell others about the innovation, the number of adopters per unit time takes off.” But Rogers’ claim does not necessarily follow from the dynamics of diffusion processes—S-shaped diffusion curves do not, in fact, require opinion leaders at all. The “Bass model” (Bass 1969), for example, which is also popular in the marketing literature (Lehmann and Esteban-Bravo 2006), invariably generates S-shaped diffusion curves; yet it does so within an entirely homogenous population. Nor do other kinds of diffusion models (Bailey 1975; Dodds and Watts 2005; Dodson and Muller 1978; Granovetter 1978; Shrager, Hogg and Huberman 1987; Young 2006) require opinion leaders, or any kind of special individuals, in order to generate S-shaped diffusion curves, which are characteristic of virtually any self-limiting, contagious process.

The absence of special individuals in formal models of diffusion, of course, does not necessarily mean that they do not arise in real diffusion process, or that they do not play an important role. It does suggest, however, that the matter has not been resolved, either by the two-step flow itself, or by diffusion of innovations theory. To what extent, therefore, does the observation that some people are more influential than others in their immediate environment translate to the much stronger and more interesting claim that some special group of influentials plays a critical, or at least important, role in forming and directing public opinion? To address this question, we will study, using computer simulations, a series of mathematical models of interpersonal influence that invoke a variety of assumptions both about the nature of interpersonal influence and also about

influence networks. We emphasize that the models we consider, while plausible and somewhat general, are neither realistic nor exhaustive in their consideration of possible alternatives. However, we have consciously relaxed some of our more restrictive assumptions; thus to the extent that different assumptions consistently generate similar conclusions, these conclusions might be expected to have reasonably broad applicability.

A SIMPLE MODEL OF INTERPERSONAL INFLUENCE

We start by assuming that each individual i must make a decision with regard to some issue X. Following an extensive literature that encompasses sociology (Granovetter 1978), economics (Blume and Durlauf 2003; Brock and Durlauf 2001; Durlauf 2001; Schelling 1973; Young 1996), social psychology (Latané and L'Herrou 1996), political science (Kuran 1991), marketing (Goldenberg, Libai and Muller 2001; Mayzlin 2002), and mathematical physics (Borghesi and Bouchaud 2006; Watts 2002) we focus on binary decisions that exhibit “positive externalities,” meaning that the probability that individual i will choose alternative B over A will increase with the relative number of others choosing B. Positive externalities arise in a wide variety of areas of interest to marketing and diffusion researchers, including “network effects” (Liebowitz and Margolis 1998), coordination games (Latané and L'Herrou 1996; Oliver and Marwell 1985), social proof (Cialdini 2001), “learning from others” (Bikhchandani, Hirshleifer and Welch 1992; Salganik, Dodds and Watts 2006), and conformity pressures (Bernheim 1994; Bond and Smith 1996; Cialdini and Goldstein 2004). Furthermore, as Schelling

(1978), Granovetter (1978), and others (Banerjee 1992; Bikhchandani et al. 1992; Watts 2003) have argued, binary decisions can be applied to a surprisingly wide range of real-world situations. Thus while the class of binary decisions with positive externalities is not completely general—for example, it excludes cases in which individuals must choose simultaneously between many alternatives (De Vany and Walls 1996; Hedstrom 1998), and also excludes “anti-coordination” (Arthur 1994) or “snob” (Leibenstein 1950) behavior, for which negative externalities apply—it is an important and reasonably general case to consider.

Threshold Rule

Within this class, a widely studied decision rule, and the one we will consider initially (we will consider an alternative later) is called a “threshold rule,” which posits that individuals will switch from A to B only when sufficiently many others have adopted B in order for the perceived benefit of adopting a new innovation to outweigh the perceived cost (Lopez-Pintado and Watts 2006; Morris 2000; Schelling 1973). More formally, when b i , the fraction of i 's sample population that has adopted B is less than i 's

threshold !i , the probability that i will adopt B is zero, and when it exceeds !i , it jumps to one; that is,

P adopt B []=1if b i !"i ,0if b i <"i #$%

where individual differences with respect to subject matter expertise, strength of opinion, personality traits, media exposure, or perceived adoption costs, may correspond to heterogeneous thresholds (Valente 1995).

Influence Networks

In addition to describing a rule for how individuals influence each others’ decisions, we also need to specify who influences whom—that is, we require a formal description of the associated influence network. Unfortunately, empirical evidence regarding real-world influence networks is limited. Although a number of sociometric studies of influence have been conducted, beginning with Coleman et al.’s (1957) study of the diffusion of tetracycline, the resulting analyses have tended to focus on individual-level (Burt 1987) rather than network properties. More recently, a considerable amount of empirical work has been dedicated to measuring the properties of large-scale networks (Newman 2003; Watts 2004); however, only a handful of studies (Godes and Mayzlin 2004; Leskovec, Adamic and Huberman 2005) have attempted to study word-of-mouth influence empirically. These approaches, moreover, while promising, are not yet capable of measuring network structure in any detail. Finally, a small number of human subjects experiments (Kearns, Suri and Montfort 2006; Latané and L'Herrou 1996) have shed light on the relationship between of network structure and group coordination processes. However, the networks involved were artificially generated by the experimenters; thus they do not shed light on the structure of real-world influence networks.

In the absence of clear empirical evidence regarding the structure of influence networks, we assume that each individual i in a population of size N influences n

i

others, chosen

randomly, where n

i

is drawn from an influence distribution p n(), whose average n avg is

assumed to be much less than the size of the total population—that is, n

avg

!N. We

emphasize that although n

i

is mathematically equivalent to the notion of “acquaintance

volume” k

i , familiar to network analysts (Wasserman and Faust 1994), n

i

refers not to

how many others node i knows, but how many others i influences with respect to the particular issue, X, at hand. Thus n

i

should be thought of as some (possibly complicated) function not only of i's acquaintance volume, but also of i's personal characteristics, subject matter expertise, authority with respect to issue X, and even the characteristics of the other individuals in i's community (Katz and Lazarsfeld 1955; Rogers 1995).

The resulting influence network, illustrated schematically in figure 2, differs from the two-step flow schematic of figure 1 in two important ways. First, whereas in figure 1, influence can only flow from opinion leaders to followers, in figure 2, it can flow in either direction; and second, in figure 2 influence can propagate for many steps, whereas in figure 1 it can propagate only two. We note, however, that in both cases, figure 2 is consistent with available empirical evidence—arguably more so than figure 1. Numerous studies, including that of Katz and Lazarsfeld (1955), suggest that opinion leaders and followers alike are exposed to mixtures of interpersonal and media influence (Troldahl and Dam 1965), and that differences in influence are more appropriately described on a continuum than dichotomously (Lin 1973). Furthermore, while the implications of multi-

step flow for the influentials hypothesis have not been studied, multi-step flow itself has been recognized as a likely feature of most diffusion processes (Menzel and Katz 1955; Robinson 1976). Brown and Reingen (1987), for example, found that even in a relatively small population, 90% of recommendation chains extended over more than one step, and 38% involved at least four individuals.

Insert figure 2 about here

Although our model therefore embodies some important qualitative features of real-world interpersonal influence networks, it nevertheless contains two assumptions regarding the structure of these networks that merit critical examination in light of our objectives. First, the influence distribution p n(), which is necessarily Poisson (Solomonoff and Rapoport 1951), exhibits relatively little variation around its average. Influentials in such a world, that is, while clearly more influential than average, are rarely many times more influential. And second, aside from the distribution of influence, the network exhibits no other structure—it is entirely random. Although neither of these assumptions is demonstrably incorrect, neither is clearly correct either—the empirical evidence is unfortunately inconclusive—thus we will also present in a later section two variations of the basic model which relax both the homogeneity and the randomness assumptions.

Another advantage of formally defining an influence network, even with such a simple model, is that can now define more precisely what we mean by an “influential.” Previous empirical work has addressed the question of who should be considered influential, but a

clear answer remains elusive (Weimann 1991). Classical studies like those of Coleman et al. (1957) and Merton (1968) suggested that individuals who directly influence more than three or four of their peers should be considered influentials, while recent market-research studies have concluded that the number may be as high as fourteen (Burson-Marsteller 2001). Other studies, by contrast, define influentials in purely relative terms: Keller and Berry (Keller and Berry 2003), for example, define influentials as scoring in the top 10% of an opinion leadership test, while Coulter et al. (Coulter, Feick and Price 2002), using a similar test, treat the top 32% as influentials.

Here we follow the latter approach, and define an influential as an individual in the top q% of the influence distribution p n(). From a theoretical perspective, any particular value of q that we specify is necessarily arbitrary—indeed we have already argued that dichotomies such as that between opinion leaders and followers are neither theoretically derived nor empirically supported. Our purpose here, however, is not to defend any particular definition of influentials, but to examine the claim that influentials—defined in some reasonable, self-consistent manner—determine the outcome of diffusion processes. From this perspective, therefore, our definition has the advantage (over definitions that rely on absolute numbers) that it can be applied consistently to influence networks of

, and also different distributions p n(). In all results different average densities n

avg

presented here, we choose q=10%—a number that is consistent with previous studies (Keller and Berry 2003)—but we have also studied a wide range of values of q, and have determined that our conclusions do not depend sensitively on the specific choice.

Dynamics of Influence

Our model proceeds from an initial state in which all N individuals are inactive (state 0), with the exception of a single, randomly chosen initiator i, who is activated (state 1) exogenously. Depending on the model parameters and also the particular (randomly chosen) properties of i’s neighbors, this initial activation may or may not trigger some additional, endogenous activations. Subsequently, these newly activated neighbors may activate some of their own neighbors, who may in turn trigger more activations still, and so on, generating a sequence of activations, called a cascade (Watts 2002). When all activations associated with a single cascade have occurred, its size can be determined simply as the total cumulative number of activations. By repeating this process many times, where each time the population, the corresponding influence network, and the initial condition are all regenerated anew, it is possible to associate a distribution of cascade sizes with every choice of parameter settings. The implications for social contagion of different parameter values, and even different models, can then be assessed, either quantitatively or qualitatively, in terms of the properties of the corresponding cascade distributions.

Cascades of any size can, and do, occur in this model, but an important distinction in what follows is between “local” and “global” cascades. Local cascades affect only a relatively small number of individuals, and typically terminate within one or two steps of the initiator. The size of local cascades is therefore determined mostly by the size of an

initiator’s immediate circle of influence, not by the size of the network as a whole. Global cascades are the opposite—they affect many individuals, propagate for many steps, and are ultimately constrained only by the size of the population through which they pass. Importantly, global cascades can only occur when the influence network exhibits a “critical mass” of early adopters, which we define here as individuals who adopt after they are exposed to a single adopting neighbor. A critical mass can then be said to exist when sufficiently many early adopters are connected to each other that the network “percolates” throughout the entire influence network (Watts 2002). Although the critical mass may only occupy a small fraction of the total population, an interesting and subtle consequence of cascade dynamics is that once it is activated, the remainder of the population subsequently activates as well (Watts 2002), leading to a global cascade. But if the critical mass does not activate, or if it does not exist, then only local cascades are possible. In terms of the diffusion of innovations, the critical mass is therefore what enables an new idea or product to “cross the chasm” from innovation to success (Moore 1999).

IMPLICATIONS FOR THE INFLUENTIALS HYPOTHESIS

The most obvious way in which an individual can affect the size and likelihood of a cascade is by initiating one. Thus one way to quantify the relative importance of influentials is to compare the average size of a cascade initiated by an influential to that started by an average member of the population. Figure 3 makes this comparison explicit,

both in absolute (3A) and relative (3B) terms. Here we have chosen a value of the average activation threshold !=0.18 for which cascades are possible over some range of

the average density n

avg

of the influence network, but we have also studied many different choices of !, corresponding to innovations that are, on average, more of less appealing (or alternatively, populations that are more or less innovative). Although the particular choice of ! does affect the probability that a global cascade can take place, it affects influentials and non-influentials in a similar manner; thus our conclusions regarding the relative effect of influentials are largely independent of !. There are three points to emphasize from this figure, which we discuss in turn.

First, the size of cascades that can be triggered by single initiators varies enormously

depending on the average density n

avg of the influence network. When n

avg

is too low,

many individuals are highly susceptible to activation, but the network is too poorly connected for influence to propagate far, and thus activate more than a tiny fraction of the network. When n

avg

is too high, the opposite applies: the network is highly connected, but individuals now require multiple active neighbors to be activated themselves; thus small initial seeds are unable to grow. Only in the intermediate regime, called the “cascade window” (Watts 2002), can global cascades take place, and in that region both influentials and average individuals are likely to trigger them.

To a first approximation, therefore, the ability of any individual to trigger a cascade depends much more on the global structure of the influence network than on his or her personal degree of influence—that is, if the network permits global cascades, virtually

anyone can start one; and if it does not permit global cascades, nobody can. Once again, this statement does not depend on the particular choice of ! shown in figure 3, which is purely illustrative. If, for example, we chose some other value of ! that also lies within the region in which global cascades occur, the particular curves in figure 3A would shift, but the relationship between them, as shown in figure 3B, would remain qualitatively the same. Furthermore, if we were to choose a value of ! such that global cascades were not possible for any other model parameters—corresponding, say, to a highly resilient population, or an unappealing innovation—then the question of who triggers large cascades would obviously be moot: neither influentials nor non-influentials would be able to do so.

The second point to note, as illustrated in figure 3A, is that when large, multi-step cascades do occur, influentials (squares) do tend, on average, to trigger larger cascades (as well as more frequent large cascades) than average individuals (circles). Equivalently in figure 3B, the relative size of triggered cascades—what Van den Bulte and Joshi (2005) call the “multiplier effect” of influentials (squares)—is always at least one. Thus although it is clearly not the case that influentials are essential to a global cascade, it is also clear that they have more impact than average individuals. We note, however, that the relative impact of influentials is in most cases modest. For example, when n

avg

=3,

an influential directly influences more than twice as many people n

inf !6

() as an average individual, but multiplier effect (squares) barely exceeds one. Near the lower and upper boundaries of the cascade window, the multiplier effect does clearly exceed one, indicating that influentials are more effective in triggering cascades than ordinary

individuals. With the exception of a narrow interval (shaded vertical strip) near the upper boundary, however, the relative multiplier effect (dashed line)—the ratio of the absolute

multiplier for influentials to their relative direct influence n

inf n

avg

(solid line)—is less

than one, meaning that the size of the cascades triggered by influentials, although larger than average, is less than proportional to the number of individuals they influence directly.

Insert figure 3 about here

Taken together, our results provide mixed support for what we have called the influentials hypothesis. The strongest version of the hypothesis—that influentials are in some way essential to diffusion—is clearly not supported, as influentials are neither necessary nor sufficient to trigger large cascades. But the issue of whether or not influentials satisfy some lesser criterion of “importance” beyond their immediate neighborhoods is harder to resolve. Certainly they tend to trigger larger cascades than average, but whether they trigger sufficiently larger cascades to qualify as “important” is a matter of debate. Sometimes, as in the shaded region of figure 3B, the impact of influentials is not only greater than average, but disproportionately great—a criterion that would seem to serve as a reasonable definition of important. But if that is so, then figure 3 also shows that under most conditions, influentials are not so important—their global impact is almost always less than proportional to their influence measured locally, and often it is only marginally greater than average.

Importance of course, may be irrelevant. It may be sufficient that influentials are simply more effective than average, even if only marginally so. Given the intense interest that influentials and opinion leaders have attracted ever since they were first hypothesized over 50 years ago, it seems unlikely that marginal importance is all that is being asserted on their behalf. Influentials, by definition, are relatively rare—here they constitute just 10% of the population—thus they are necessarily more difficult to locate than average individuals, and possibly more difficult to mobilize also (although that is not necessarily the case). Whether or not the additional impact of influentials justifies paying special attention to them—versus, for example, focusing on some other group, or even recruiting individuals at random—is therefore a matter that will depend, possibly delicately, on the various costs associated with different strategies, and the particular details of the influence network.

A second way, however, in which influentials may play a critical role in driving large cascades is as early adopters, who in our model comprise the critical mass via which local cascades become global. Restricting our attention exclusively to “global” cascades (which in our simulations means cascades that reach more than 1,000 individuals in a population of 10,000) we now consider the extent to which influentials (defined still as the top 10% of the influence distribution) appear as early adopters. Figure 4 shows that when influence networks are sparse (near the lower boundary of the cascade window) early adopters tend to be more influential than average (4A), but when influence networks are dense (i.e. at the upper boundary of the cascade window), the opposite result obtains—early adopters are substantially less influential than average (4B).

That early adopters should be at times more influential than average, and at other times less so has been noted previously (Boorman and Levitt 1980; Rogers 1995). However, the origin of the result here is somewhat different from the usual intuition that “central” individuals are highly attuned to group norms; thus will tend to adopt early when the group as a whole is progressive, and later when the group is conservative. In our model, no awareness of group norms is necessary or indeed possible. Rather, the principal criterion for an individual to be an early adopter is simply whether or not they can be activated by a single active neighbor. Because the threshold required for this “vulnerability” is inversely proportional to how influential an individual is (Watts 2002), then on average, highly influential individuals are less likely to be vulnerable (we will reverse this assumption in the next section). On the other hand, however, the more influential an individual, the more others they can potentially activate once they themselves are activated. To spread globally, therefore, cascades must strike a compromise, propagating via the most influential of the most easily influenced individuals.

Insert figure 4 about here

is low, almost everyone is easy to

A consequence of this tradeoff is that when n

avg

influence and influential nodes are therefore preferred; but when n

is high, only below-

avg

average nodes are sufficiently vulnerable to be activated early on. As figure 4 indicates, however, even when the early adopters are more influential than average, they still do not

tend to be influentials. Specifically, we find that regardless of the density of the influence networks, the average influence of the top 10% of the influence distribution clearly exceeds that of the early adopters, as indicated by the dashed horizontal lines in figures 4A and 4B. At least to the extent that the essential features of influence processes are captured by this model, therefore, large scale changes in public opinion are not driven by highly influential people who influence everyone else, but rather by easily influenced people, influencing other easily influenced people.

VARIATIONS ON THE BASIC INFLUENCE MODEL

Obviously these conclusions, although qualitative in nature, are derived from our analysis of a particular formal model—a model which is, after all, exceedingly simple, and which makes a number of important assumptions. One might suspect, therefore, that if the assumptions of the model were altered in certain respects, our conclusions regarding the importance of influenitals would change as well. To address this concern, we now introduce a series of related models, which invoke different assumptions both with regard to interpersonal influence and also influence networks. It will come as no surprise that these different models can generate at times dramatically different overall dynamics of influence cascades, both quantitatively and qualitatively. We will also find some additional conditions under which influentials do appear to play important roles, either as initiators or as early adopters. Nevertheless, our conclusion that under most conditions cascades are driven by easily influenced, not highly influential, individuals will remain.

法律基础知识讲义

法律基础知识讲义 一、法律关系 1、法律关系:法律调整在人们行为的过程中形成的权利、义务关系,即依据法律的规定人们应该做什么和不应该做什么。 2、权利:是指公民依法享有的权益,它表现为享有权利的公民有权做出一定的行为和要求他人做出相应的行为。 3、义务:是指公民依法应当履行的职责,它表现为负有义务的公民必须做出一定的行为或禁止做出一定的行为。 二、合同、侵权 1、合同:平等主体的自然人、法人、其他组织之间设立、变更、终止民事权利义务关系的协议。依法成立的合同,受法律保护,双方当事人必须依法履行合同,否则要承担违约责任。合同可以是书面的也可以是口头的。“合同”同“协议”。 合同法律关系是我们日常生活中最常见的民事法律关系。每个人几乎每天都会与别人签订各种各样的合同,建立合同法律关系。大家早上起来买早餐便与餐厅之间建立了买卖合同法律关系,若餐厅出售了变质的食物,即构成了违约责任,我们便可以追究其违约责任,要求退还款项、赔偿损失;乘车与公交公司建立运输合同关系,租房与出租人建立租赁合同关系。因此,合同无处不在,合同纠纷自然成为人们社会活动中最常见的纠纷。 2、侵权:是指行为人故意或过失侵害他人财产或者人身,造成他人损害,依法应当承担民事责任的行为。只要是因故意或过失给他人造成了损害,受害人就可以要求侵害人赔偿损失。 侵权纠纷也是我们日常生活中最常见的纠纷类型之一。如侵犯名誉权(恶意造谣,毁坏他人名誉)、肖像权(未经许可将他人肖像利用在商业广告中)、侵犯公司名称权、侵犯健康权、侵犯财产权等等。 三、常见纠纷 1、民事合同纠纷:买卖合同、借款合同、租赁合同、代理合同、合作合同

对等网络模式

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