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Plexiform Identity
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The Rules of Contagion: Why Things Spread - and Why They Stop, by Adam Kucharski

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One is social contagion: perhaps you behave in a certain way because your friends have influenced you over time.
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The Rules of Contagion: Why Things Spread - and Why They Stop
The Rules of Contagion: Why Things Spread - and Why They Stop
by Adam Kucharski
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