# Experimental Evidence for Tipping Points in Social Convention

*Centola, Becker, Brackbill & Baronchelli · Complexity & Systems, Voice & Silence · Science · 2018 · Paywalled*

Centola, Becker, Brackbill and Baronchelli did something rare in complexity research: they took a phenomenon usually invoked as a metaphor, the tipping point, and demonstrated it cleanly in a controlled experiment. Using online groups that had settled on an arbitrary social convention sustained by nothing but mutual coordination, they introduced a committed minority who consistently pushed an alternative, and varied its size. The result is a genuine non-linear threshold: below a critical mass the established convention held and the minority was ignored, but once the committed fraction crossed roughly a quarter of the group the convention flipped, rapidly and completely, to the new norm. This matters because it turns a loose intuition into a measured effect, and because the mechanism, a norm that looks stable until a threshold is crossed and then changes state, is exactly the shape of many organisational phenomena: reporting behaviour, speaking up, the adoption of a new practice, or the breaking of a culture of silence. It says that apparent stasis can be the prelude to sudden change, that a determined minority need not become a majority to shift a norm, and that the safety to be one of the early committed voices is therefore consequential out of all proportion to numbers. Its limits are those of a clean laboratory result: the conventions studied were arbitrary and low-stakes, and the precise threshold is sensitive to conditions, so the quarter-of-the-group figure illustrates a mechanism rather than fixing a universal constant. (Text drawn from the 2018 Science paper, 360, pp. 1116-1119.)

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- **View the source paper:** https://doi.org/10.1126/science.aas8827
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