Social Change: The Easily Influenced More Important Than The Influential
A new study in the December issue of the Journal of Consumer Research finds that it is rarely the case that highly influential individuals are responsible for bringing about shifts in public opinion.
Instead, using a number of computer simulations of public opinion change, Duncan J. Watts (Columbia University) and Peter Sheridan Dodds (University of Vermont), find that it is the presence of large numbers of “easily influenced” people who bring about major shifts by influencing other easy-to-influence people.
“Our study demonstrates not so much that the conventional wisdom is wrong ... but…