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Duncan Watts, a sociology professor at Columbia University, conducted a fascinating study on how aggregate data influences the way people interact and make decisions on social network sites. Aggregate data—also known as a plug-in or widget—is a common element of social network design. Examples of this data include items like top 10 lists, most-emailed articles, most read articles, etc.... The study was attempting to determine how much this data influences people and the decisions they make because of the data. For the sociology experiment, the researchers built two websites. On one site, users were shown a list of songs. They were given the opportunity to rate songs and download any songs—whether they did any rating or not. On the second website, users were also shown a song list. However, on the second site, the number of times each song was downloaded was displayed to the users—as aggregate data. The first group was known as the independent group and the second was called the social influence group. The social influence group was further divided into 8 different sub-groups to see if there were differences over time
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