Download Excerpt from the National Survey of American Attitudes on

making decisions
IT’S WHO YOU KNOW!
PHILADELPHIA, Pennsylvania (Achieve3000, April 27, 2009).
Conventional wisdom holds that it's not
always what you know; it's often who you know. Now,
however, scientists are finding that in many cases, it's
also who the people you know know. In other words,
your social network—as well as the network of each
person within your network—can influence various
decisions you make. These decisions include how
you vote, and even your personal preferences.
Michael Kearns, a University of Pennsylvania
computer scientist, has done extensive research on the connections between social networks and
human behavior. While most networking experiments in the past had been conducted using
computer models, Kearns has become a pioneer in developing techniques for testing real people.
In one of his most recent experiments, Kearns investigated whether a small minority of people can
influence the voting behavior of a majority. To conduct this experiment, Kearns gathered a group of
36 students. He then created several networks within the group by placing each student at a work
station that was linked to varying numbers of other test subjects. For example, some students were
placed in networks that contained as many as 18 other subjects, while others were grouped into
networks that were made up of as few as 2 other test subjects.
Kearns then told all 36 students that they would be asked to vote for a color—either red or blue. If
everyone in the group could agree to vote for the same color within 60 seconds, everyone would
receive a financial reward. If the group failed to reach a unanimous agreement, however, no
rewards would be given.
Kearns held several rounds of voting so that he could compare the outcomes. To motivate students
to vote for a particular color, Kearns promised some subjects $1.50 for each round of voting that
red won and 50 cents for each round that blue won. These incentives were reversed for other
subjects.
"There's this tension between all of them wanting to collectively agree but selfishly wanting
everyone to agree on their preferred color," Kearns said.
Despite the one-minute deadline, Kearns said, people came
to some agreement in 55 out of 81 separate votes.
The majority did not always win, however. In one trial, for
example, Kearns promised 6 students the $1.50 payout if
red won. He promised 30 students $1.50 each if blue
won. In this vote, blue should have won because it was
better for more people to vote for blue. However, red won the vote.
How could this have happened? Kearns explained that although the six people wanting red to win
were in the minority, they belonged to larger networks. Their larger sphere of influence benefited
them.
"'Influential' people can determine the outcome to their liking," Kearns said, even if the majority has
a strong incentive to go the other way. In this case, having lots of connections made a subject
influential.
This scenario is not unlike real-world elections, Kearns said, where networking is already becoming
important. For example, Barack Obama used networking to rally support during his 2008
presidential campaign.
Social networks have also been found to affect people's personal
preferences. In another recent experiment, Duncan Watts, a networking
expert at Yahoo! Inc., recruited 14,000 people. He then asked them to
rank a series of 48 new songs that they had never heard before. The
research revealed that when the volunteers were aware of the selections
made by their fellow volunteers, they changed their preferences
completely to conform to those of the group. Watts then divided the recruits into eight groups and
did not allow the groups to intermingle. Then results varied radically between the groups. For
example, one group's top-rated song might be ranked 42nd by another group.
"We assume things are popular because that's what people want," Watts said. However, he added,
"This is showing that's wrong."
Other researchers, including experts at computer science, math, sociology, and other disciplines,
are finding that social networks don't only shape voting decisions and tastes. They also shape
people's purchases and habits. They even shape their levels of health and happiness.
Excerpt from the National Survey of American Attitudes on Substance
Abuse XVI: Teens and Parents
The article "It's Who You Know" discussed research showing that social networks can shape a
person's decisions and preferences. According to this 2011 back-to-school survey by The National
Center on Addiction and Substance Abuse at Columbia University (CASA Columbia), American
teens who spend any time on social networking sites are more likely to have used alcohol, tobacco,
or marijuana. A portion of the survey related to social networking and teen substance abuse is
shown below.
Excerpt from the National Survey of American Attitudes on Substance Abuse XVI:Teens and
Parents
Time Spent on Social Networking Sites
For the first time this year [2011], we asked teens, "In a typical day, how many hours do you spend
on Facebook, Myspace or other social networking site?" Seventy percent of teens spend time on a
social networking site in a typical day, while 30 percent spend no time on such a site in a typical
day.
Social Networking Signals Increased Risk of Teen Substance Abuse
Compared to teens who do not spend time on a social networking site in a typical day, teens who
spend time on a social networking site in a typical day are:
 Five times likelier to have used tobacco
(10% vs. 2%);

Three times likelier to have used alcohol
(26% vs. 9%);

Twice as likely to have used marijuana
(13% vs. 7%).
Our report distinguishes between no time and any time spent on a social networking site in a typical
day because our analysis showed no significant difference in substance use among teens spending
1 to 30 minutes, 31 to 90 minutes or more than 90 minutes on a social networking site in a typical
day.
1. Take a look at “It’s Who You Know.” Which of these statements belong in a summary of
the experiment Michael Kearns conducted? Circle all that apply.
Look at the “National Survey” excerpt. Which evidence from the text supports the idea that social
networking is related to teen substance abuse? Circle ALL answers that apply;
SHORT ANSWER QUESTION
Do you think that the best decisions are made when people allow themselves to be influenced by
others? Support your answer with reasons and evidence from the article, the survey results, the
table, and your own experiences.
DIRECTIONS: Use data from the readings and your own life to write an argument about how people
make decisions. Your response should be 1-2 pages in length and include quotes, paraphrases, and
information from your life to support your argument.
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