Adoption as a social marker: Innovation diffusion with outgroup aversion
Adoption as a social marker: Innovation diffusion with outgroup aversion
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采用作为社会标记：创新扩散与外群体厌恶
DOI：
10.1080/0022250x.2016.1250083
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发表时间：
2015
期刊：
影响因子：
--
通讯作者：
J. Bednar
中科院分区：
文献类型：
--
作者：
P. Smaldino;M. Janssen;V. Hillis;J. Bednar
摘要在复杂的社会中，社会身份是驱动行为的关键因素之一。社会认同的信号是众所周知的，影响个人的行为，在采用创新。然而，身份信号对创新扩散的人口水平的影响在很大程度上是未知的。在这里，我们使用分析和基于代理的建模来考虑一个有益的创新在结构化人群中的传播，其中存在两个群体谁是反对被误认为对方。我们调查采用的动态，并考虑人口结构因素，如人口倾斜和通信规模对人口水平的结果的作用。我们发现，外群厌恶会导致采用被推迟或抑制在一个组，人口范围内的收养不足是常见的。比较这两种模式，我们发现，差异采用可能会出现由于结构性约束的信息流，即使在没有内在的组间差异的采用率。此外，我们发现，在本地和全球范围内采用的极化模式取决于人口组织的细节和通信的规模。这项研究对广泛有益但与身份相关的产品和行为特别相关，例如绿色技术，其中采用的总体水平决定了整个社会的积极利益。
ABSTRACT Social identities are among the key factors driving behavior in complex societies. Signals of social identity are known to influence individual behaviors in the adoption of innovations. Yet the population-level consequences of identity signaling on the diffusion of innovations are largely unknown. Here we use both analytical and agent-based modeling to consider the spread of a beneficial innovation in a structured population in which there exist two groups who are averse to being mistaken for each other. We investigate the dynamics of adoption and consider the role of structural factors such as demographic skew and communication scale on population-level outcomes. We find that outgroup aversion can lead to adoption being delayed or suppressed in one group, and that population-wide underadoption is common. Comparing the two models, we find that differential adoption can arise due to structural constraints on information flow even in the absence of intrinsic between-group differences in adoption rates. Further, we find that patterns of polarization in adoption at both local and global scales depend on the details of demographic organization and the scale of communication. This research has particular relevance to widely beneficial but identity-relevant products and behaviors, such as green technologies, where overall levels of adoption determine the positive benefits that accrue to society at large.