Complex Contagions in Charitable Donations
Cascades over social networks can spread information, beliefs, diseases, technologies, and behaviors. Simple cascades spread from mere contact and produce submodular influence curves. Complex cascades assume agents with thresholding behavior and may produce non-submodular influence curves. In this study, we run three experiments that request charitable donations from human participants and experimentally manipulate whether and where their peers donate. We find evidence that we can (1) direct donations to an otherwise unpopular charity and (2) elicit complex contagion as evidenced by a non-submodular influence curve. The findings represent the most straightforward evidence to date of treatment-induced complex contagion - explicitly and formally defined - in human decision-making.