I'd highly recommend How Behaviour Spreads by David Centola for anyone interested in this topic. His lecture at the Santa Fe Institute is also worth watching as

I'd highly recommend How Behaviour Spreads by David Centola for anyone interested in this topic. His lecture at the Santa Fe Institute is also worth watching as a summary: https://www.youtube.com/watch?v=o0fDcUJMzkI https://www.youtube.com/watch?v=o0fDcUJMzkI