References

[1] Nielsen Global trust in advertising 2021 (https://www.nielsen.com/wpcontent/uploads/sites/2/2021/11/2021-Nielsen-Trust-In-Advertising-Sell-Sheet.pdf)

[2] Cialdini, R. B., Trost, M. R., & Newsom, J. T. (1995). https://psycnet.apa.org/record/1995-42420-001

[2] Preference for consistency: The development of a valid measure and the discovery of surprising behavioural implications. Journal of Personality and Social Psychology, 69(2), 318–328, Guadagno, R. E., & Cialdini, R. B. (2010). Preference for consistency and social influence: A review of current research findings. Social Influence, 5(3), 152–163. https://www.tandfonline.com/doi/full/10.1080/15534510903332378

[3] Asch, S. E. (1955). Opinions and Social Pressure. Scientific American, 193(5), 31–35. https://www.scientificamerican.com/article/opinions-and-social-pressure/

[3] Keizer K, Lindenberg S, Steg L. The spreading of disorder. Science. 2008 Dec 12;322(5908):1681-5. doi: 10.1126/science.1161405. Epub 2008 Nov 20. PMID: 19023045. https://www.science.org/doi/10.1126/science.1161405

[4] Albert-László Barabási ,Scale-Free Networks: A Decade and Beyond.Science325,412-413(2009).DOI:10.1126/science.1173299. https://www.science.org/doi/10.1126/science.1173299

[5] Damon Centola ,The Spread of Behavior in an Online Social Network Experiment.Science329,1194-1197(2010).DOI:10.1126/science.1185231. https://www.science.org/doi/10.1126/science.1173299

[6] Watts, D., Strogatz, S. Collective dynamics of ‘small-world’ networks. Nature 393, 440–442 (1998). https://www.nature.com/articles/30918

[7] The Truth About Behavioral Change, Centola, https://sloanreview.mit.edu/article/the-truth-about-behavioral-change/

[7] Granovetter, Mark S. “The Strength of Weak Ties.” American Journal of Sociology, vol. 78, no. 6, 1973, pp. 1360–80. https://www.journals.uchicago.edu/doi/10.1086/225469. JSTOR, http://www.jstor.org/stable/2776392. Accessed 29 Jan. 2026.