Individual’s decisions, from what product to buy to whether to engage in risky behavior, often depend on the choices, behaviors, or states of other people. People, however, rarely have global knowledge of the states of others, but must estimate them from the local observations of their social contacts. Network structure can significantly distort individual’s local observations. Under some conditions, a state that is globally rare in a network may be dramatically over-represented in the local neighborhoods of many individuals. This effect, which we call the “majority illusion,” leads individuals to systematically overestimate the prevalence of that state, which may accelerate the spread of social contagions. We develop a statistical model that quantifies this effect and validate it with measurements in synthetic and real-world networks. We show that the illusion is exacerbated in networks with a heterogeneous degree distribution and disassortative structure.

Networks facilitate the spread of cascades, allowing a local perturbation to percolate via interactions between nodes and their neighbors. We investigate how network structure affects the dynamics of a spreading cascade. By accounting for the joint degree distribution of a network within a generating function framework, we can quantify how degree correlations affect both the onset of global cascades and the propensity of nodes of specific degree class to trigger large cascades. However, not all degree correlations are equally important in a spreading process. We introduce a new measure of degree assortativity that accounts for correlations among nodes relevant to a spreading cascade. We show that the critical point defining the onset of global cascades has a monotone relationship to this new assortativity measure. In addition, we show that the choice of nodes to seed the largest cascades is strongly affected by degree correlations. Contrary to traditional wisdom, when degree assortativity is positive, low degree nodes are more likely to generate largest cascades. Our work suggests that it may be possible to tailor spreading processes by manipulating the higher-order structure of networks.

In numerous physical models on networks, dynamics are based on interactions that exclusively involve properties of a node’s nearest neighbors. However, a node’s local view of its neighbors may systematically bias perceptions of network connectivity or the prevalence of certain traits. We investigate the strong friendship paradox, which occurs when the majority of a node’s neighbors have more neighbors than does the node itself. We develop a model to predict the magnitude of the paradox, showing that it is enhanced by negative correlations between degrees of neighboring nodes. We then show that by including neighbor-neighbor correlations, which are degree correlations one step beyond those of neighboring nodes, we accurately predict the impact of the strong friendship paradox in real-world networks. Understanding how the paradox biases local observations can inform better measurements of network structure and our understanding of collective phenomena.

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