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Two general patterns have been identified for the adoption and subsequentabandonment of ideas or products within a population. One is symmetric, so thatconcepts or products which are adopted rapidly then decline rapidly from theirpeak, and those which are slower to move to their peak decline more slowly. Theother is asymmetric, where the decline from the peak is considerably slowerthan is the rise to the peak, and vice versa. We posit that these contrastingpatterns arise from two fundamentally different modes of behaviour which areused by humans in making choices in different contexts. Namely, choice based onthe imitation of the choices of others versus purposeful selection based uponthe inherent attributes of the concept or product. We illustrate theproposition with the example of internet searches for the phrase 'swine flu' ina wide range of countries across the world. The methodology offers a generalheuristic for distinguishing between these two general and contrasting modes ofbehavioural choice.

Were people imitating others or exercising rational choice in on-line searches for 'swine flu'?