Beyond “Social Contagion”: Associative Diffusion and the Emergence of Cultural Variation∗ Amir Goldberg Stanford University Sarah K. Stein Stanford University July 16, 2018 Abstract Network models of diffusion predominantly think about cultural variation as a prod- uct of social contagion. But culture does not spread like a virus. In this paper, we pro- pose an alternative explanation which we refer to as associative diffusion. Drawing on two insights from research in cognition—that meaning inheres in cognitive associations between concepts, and that such perceived associations constrain people’s actions— we propose a model wherein, rather than beliefs or behaviors per-se, the things being transmitted between individuals are perceptions about what beliefs or behaviors are compatible with one another. Conventional contagion models require an assumption of network segregation to explain cultural variation. In contrast, we demonstrate that the endogenous emergence of cultural differentiation can be entirely attributable to social cognition and does not necessitate a clustered social network or a preexisting division into groups. Moreover, we show that prevailing assumptions about the effects of network topology do not hold when diffusion is associative. ∗Direct all correspondence to Amir Goldberg:
[email protected]; 650-725-7926. We thank Rembrand M. Koning, Daniel A. McFarland, Paul DiMaggio, Sarah Soule, John-Paul Ferguson, Jesper Sørensen, Glenn Carroll, Sameer B. Srivastava, Jerker Denrell, Robert Gibbons and participants of the MIT conference on Categories and Shared Mental Models for helpful comments and suggestions. The usual disclaimer applies. Introduction Contemporary societies exhibit remarkable and persistent cultural differences on issues as varied as musical taste and gun control.