Prof. Ming Cao, his postdocs, Mengbin Ye and Lorenzo Zino, and their collaborators in the marketing department of the Faculty of Economics and Business, have just published a paper in Nature Communications on how a committed minority may change social conventions. Both agent-based modeling and human behavioral experiments have been implemented to disclose the mechanism of the sudden establishment of new social norms. The university website’s front page has prominently featured this work and other news sources, e.g. phys.org and Science Daily, have also reported about it.
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Jan C. Willems Center for Systems and Control
World leading research in Systems and Control at the University of Groningen