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Communication networks influences on the information diffusion process and the effects of 2 virtually identical communication programs were studied. These programs were implemented in 2 Dutch neighborhoods with different levels of cohesion. It was expected that information diffusion would be related to the number of network ties, whereas program effects would be related to the strength of network ties. Data were collected from a representative sample of the target group by means of pre- and posttest surveys and 5 small process surveys. The data confirm the main hypoth-esis and also provide some support for the strength-of-weak-ties hypothesis (Granovetter, 1973). No significant interaction effects of neighborhood and network variables were found. The results provide some insight on how people restrain each other from adoption and how this is related to the strength and number of communication ties. Persuasive communication is predominantly studied as an isolated, one-way phenomenon between a receiver and a source who tries to influence the receivers attitudes or behavior through some channel by means of a persuasive message. Most researchers have placed a strong accent on cognitive processes
Weenig et al. (Fri,) studied this question.