000048093 001__ 48093 000048093 005__ 20200221144133.0 000048093 0247_ $$2doi$$a10.1038/srep19767 000048093 0248_ $$2sideral$$a93669 000048093 037__ $$aART-2016-93669 000048093 041__ $$aeng 000048093 100__ $$0(orcid)0000-0002-3484-6413$$aGómez-Gardeñes, J.$$uUniversidad de Zaragoza 000048093 245__ $$aExplosive Contagion in Networks 000048093 260__ $$c2016 000048093 5060_ $$aAccess copy available to the general public$$fUnrestricted 000048093 5203_ $$aThe spread of social phenomena such as behaviors, ideas or products is an ubiquitous but remarkably complex phenomenon. A successful avenue to study the spread of social phenomena relies on epidemic models by establishing analogies between the transmission of social phenomena and infectious diseases. Such models typically assume simple social interactions restricted to pairs of individuals; effects of the context are often neglected. Here we show that local synergistic effects associated with acquaintances of pairs of individuals can have striking consequences on the spread of social phenomena at large scales. The most interesting predictions are found for a scenario in which the contagion ability of a spreader decreases with the number of ignorant individuals surrounding the target ignorant. This mechanism mimics ubiquitous situations in which the willingness of individuals to adopt a new product depends not only on the intrinsic value of the product but also on whether his acquaintances will adopt this product or not. In these situations, we show that the typically smooth (second order) transitions towards large social contagion become explosive (first order). The proposed synergistic mechanisms therefore explain why ideas, rumours or products can suddenly and sometimes unexpectedly catch on. 000048093 536__ $$9info:eu-repo/grantAgreement/ES/MINECO/FIS2012-38266-C02-01$$9info:eu-repo/grantAgreement/ES/MINECO/FIS2011-25167$$9info:eu-repo/grantAgreement/EC/FP7/317614/EU/Mathematical framework for multiplex networks/PLEXMATH$$9info:eu-repo/grantAgreement/EC/FP7/317532/EU/Foundational Research on MULTIlevel comPLEX networks and systems/MULTIPLEX$$9info:eu-repo/grantAgreement/ES/DGA/FENOL-GROUP 000048093 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/ 000048093 590__ $$a4.259$$b2016 000048093 591__ $$aMULTIDISCIPLINARY SCIENCES$$b10 / 63 = 0.159$$c2016$$dQ1$$eT1 000048093 592__ $$a1.691$$b2016 000048093 593__ $$aMultidisciplinary$$c2016$$dQ1 000048093 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000048093 700__ $$aLotero, L. 000048093 700__ $$aTaraskin, S.N. 000048093 700__ $$aPérez-Reche, F.J. 000048093 7102_ $$12003$$2395$$aUniversidad de Zaragoza$$bDpto. Física Materia Condensa.$$cÁrea Física Materia Condensada 000048093 773__ $$g6 (2016), 19767 [9 pp]$$pSci. rep.$$tSCIENTIFIC REPORTS$$x2045-2322 000048093 8564_ $$s830215$$uhttps://zaguan.unizar.es/record/48093/files/texto_completo.pdf$$yVersión publicada 000048093 8564_ $$s117704$$uhttps://zaguan.unizar.es/record/48093/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000048093 909CO $$ooai:zaguan.unizar.es:48093$$particulos$$pdriver 000048093 951__ $$a2020-02-21-13:05:00 000048093 980__ $$aARTICLE