Micromotives and Macrobehavior cover
Micromotives and Macrobehavior
by Thomas C. Schelling
ISBN: 0393090094
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cma · 2010-10-11 · Original thread
This is covered in Micromotives and Macrobehavior, in a section dealing with clubs/meetings/etc.

http://www.amazon.com/Micromotives-Macrobehavior-Lectures-Pu...

A similar book focused solely on online phenomena would rock.