Contagion of Habitual Behaviour in Social Networks: An Agent-Based Model

This paper introduces a computational model for contagion and change of habitual behaviour in a social network. It considers both the level of individual mechanisms of habit formation, involving a person´s attitudes, goals, intentions and relevant environmental cues, and the level of social mechanisms for the impact of others in a social network. Simulation experiments with the model for small-world networks show that the model exhibits realistic behaviour. The model can be used as an aid for physicians and policymakers addressing lifestyle formation and spread in a population under considered policies.