A Network Analysis of Social Contagion Processes in an Organizational Intervention

Abstract

Interventions aimed at changing the psychological attributes of individuals who form a social system may be limited by reliance on models and methods which do not account for the effects of social interaction on individual attributes. The use of network analysis to model the effects of social contagion on personal attributes is demonstrated in an evaluation of an organizational intervention. Sociometric indices of the norms created by social contagion predicted subjects' self-perceptions better than either expectations imposed on them in small groups or their own observable behavior. Social contagion stabilized the subjects' self-perceptions over time, despite the efforts of the intervention to change their self-perceptions through small group socialization and organizational restructuring. Network models of social contagion may provide useful tools for the design and evaluation of interventions that aim to change the attributes of individuals who form social systems. Further, these models theoretically integrate social relations and social cognition in a manner that helps to bridge the sociological and psychological study of human relations.