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Behavioral contagion
Behavioral contagion is a type of social influence. It refers to the propensity for certain behavior exhibited by one person to be copied by others who are either in the vicinity of the original actor, or who have been exposed to media coverage describing the behavior of the original actor. It was originally used by Gustave Le Bon (1895) to explain undesirable aspects of behavior of people in crowds.〔Stephenson, G. M., & Fielding, G. T. (1971). An experimental study of the contagion of leaving behavior in small gatherings. ''Journal of Social Psychology, 84''(1), 81-91.〕
The occurrence of behavioral contagion has been attributed to a variety of different factors, but the predominant theory is that of the reduction of restraints, put forth by Fritz Redl in 1949 and analyzed in depth by Ladd Wheeler in 1966.〔Wheeler, L. (1966). Toward a theory of behavioral contagion. ''Psychological Review, 73''(2), 179-192. doi:10.1037/h0023023〕 Even with the popularity of this theory, social psychologists acknowledge a number of factors that influence the likelihood of behavioral contagion occurring, such as deindividuation (Festinger, Pepitone, & Newcomb, 1952) and the emergence of social norms (Turner, 1964).〔Freedman, J. L., Birsky, J., & Cavoukian, A. (1980). Environmental determinants of behavioral contagion: density and number. ''Basic and Applied Social Psychology, 1''(2), 155-161.〕 Freedman, Birsky and Cavoukian (1980) have also focused on the effects of physical factors on contagion, in particular, density and number.〔
Ogunlade (1979, p. 205) describes behavioral contagion as a “spontaneous, unsolicited and uncritical imitation of another’s behavior” that occurs when certain variables are met: a) the observer and the model share a similar situation or mood (this is one way behavioral contagion can be readily applied to mob psychology); b) the model’s behavior encourages the observer to review his condition and to change it; c) the model’s behavior would assist the observer to resolve a conflict by reducing restraints, if copied; and d) the model is assumed to be a positive reference individual.〔Ogunlade, J. O. (1979). Personality characteristics related to susceptibility to behavioral contagion. ''Social Behavior and Personality: an International Journal, 7''(2), 205.〕
==Factors influencing contagion==
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