These results have signicant implications for combating the ongoing smoking epidemic. For example, they imply
that interventions designed to discourage smoking should be tailored dierently in societies or social groups whose
cultures dier in how they value individualism versus collectivism [28]. More broadly, these results demonstrate that
dierences in culture can measurably aect the dynamics of a social spreading process, and that a mathematical
model can help to illuminate this phenomenon.