How New Behaviors Can Spread Like a Virus

The 100th Monkey Effect

Courtesy of Tobias Reich, Unsplash

There is a story about monkeys being studied in Japan in the 1950s. The story goes like this, on a small island, scientists observed the monkey’s behavior for years. The scientists were feeding the monkeys wheat and sweet potatoes, but the monkeys didn’t eat the food if dropped in the sand.