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Alberto Palloni, Center for Demography and Ecology, University of Wisconsin, Madison, WI, USA
2015 Elsevier Ltd. All rights reserved.
This article is a revision of the previous edition article by N. Alter, volume 6, pp. 36813684, 2001, Elsevier Ltd.
Abstract
The study of diffusion of behaviors has a long history in sociology. While the key elements of the processes were already well
dened in traditional approaches, sophisticated models incorporating all of these ingredients necessitated modern advances
in social network theories, models for social interactions, agent-based approaches and, importantly, the widespread use of
simulation that could only be launched with remarkable advances in computer power. This article reviews the linkages
between traditional and modern approaches to the study of diffusion processes.
International Encyclopedia of the Social & Behavioral Sciences, 2nd edition, Volume 6
http://dx.doi.org/10.1016/B978-0-08-097086-8.32041-4
411
412
Fertility Decline
In contrast to predictions from the classic demographic transition theory, fertility decline in Europe did not always follow
a trajectory consistent with social and economic transformations that accompanied industrialization. Instead, the
course of the decline roughly proceeded along ethnic, language,
and religious boundaries (Coale and Watkins, 1986; National
Research Council, 2001). The resulting geographic and
413
414
Individual Heterogeneity
Given preferences, prices, budget constraints, and their positions in a social structure, individuals may be more or less
resistant to adopt innovations, more or less able or willing to
learn from others and, if they adopt at all, more or less
reluctant to retain the innovation in the menu of practices and
behaviors they normally employ. That is, after one accounts
for all standard elements entering in the decision to adopt or
to resist, there could be individuals who are more (less) risk
averse and adopt more (less) easily than others. Factors that
contribute to such variation include social and economic
stratication, geographic location, access to communication
networks, and heterogeneity in behavioral characteristics that
govern both awareness and eventual adoption (Cavalli-Sforza
and Feldman, 1980).
Endogenous Feedback
Both, the individuals position within the group and the
structure of the group, could be modied by the process of
adoption itself. This implies the existence of feedbacks that may
accelerate or retard the process. This is a key feature of modern
approaches to diffusion processes that distinguishes them from
more traditional approaches. Although the power that alternative models may have to enable inferences in the operation
of feedback mechanisms may differ, they all include explicit
consideration of it.
The following are three examples of feedback mechanisms
in diffusion processes. In all three of them the spread of
415
Agent-Based Models
The formulation of social interaction models to represent
diffusion processes is a signicant departure from and
improvement upon more traditional approaches but comes
with a steep price tag: the empirical estimation of key parameters
from observables can only be carried out after considerable
simplications. While these models allow a richer formulation
of diffusion of behaviors, empirical estimation requires the
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