Network diffusion of competing behaviors

Research indicates that network structure affects the diffusion of a single behavior. However, in many social settings, two or more behaviors may compete for adoption, as in the case of religious competition, social movements and counter-movements, or conflicting rumors. Lessons from one-behavior diffusion cannot be easily applied because the outcome can take the form of one-behavior domination, two behaviors splitting the network, both behaviors occupying a small fraction of the network, or no diffusion. This article tests how three well-known factors of single-behavior diffusion—network transitivity, adoption threshold, and connectedness of early adopters—apply to scenarios of competitive diffusion. Results show that minor differences in initial adopter size tend to magnify, creating a significant “head-start advantage.” Nevertheless, the degree of this advantage depends on the interaction between network transitivity, adoption threshold, and connectedness of initial adopters. The article describes the conditions under which countervailing ties may (or may not) create inequality in behavioral diffusion.