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1.
Nature ; 622(7982): 321-328, 2023 Oct.
Artigo em Inglês | MEDLINE | ID: mdl-37794189

RESUMO

Scientists have grappled with reconciling biological evolution1,2 with the immutable laws of the Universe defined by physics. These laws underpin life's origin, evolution and the development of human culture and technology, yet they do not predict the emergence of these phenomena. Evolutionary theory explains why some things exist and others do not through the lens of selection. To comprehend how diverse, open-ended forms can emerge from physics without an inherent design blueprint, a new approach to understanding and quantifying selection is necessary3-5. We present assembly theory (AT) as a framework that does not alter the laws of physics, but redefines the concept of an 'object' on which these laws act. AT conceptualizes objects not as point particles, but as entities defined by their possible formation histories. This allows objects to show evidence of selection, within well-defined boundaries of individuals or selected units. We introduce a measure called assembly (A), capturing the degree of causation required to produce a given ensemble of objects. This approach enables us to incorporate novelty generation and selection into the physics of complex objects. It explains how these objects can be characterized through a forward dynamical process considering their assembly. By reimagining the concept of matter within assembly spaces, AT provides a powerful interface between physics and biology. It discloses a new aspect of physics emerging at the chemical scale, whereby history and causal contingency influence what exists.


Assuntos
Evolução Biológica , Modelos Teóricos , Física , Seleção Genética , Humanos , Evolução Cultural , Invenções , Origem da Vida , Física/métodos , Animais
2.
Nature ; 593(7857): 95-100, 2021 05.
Artigo em Inglês | MEDLINE | ID: mdl-33953416

RESUMO

The origin and evolution of hominin mortuary practices are topics of intense interest and debate1-3. Human burials dated to the Middle Stone Age (MSA) are exceedingly rare in Africa and unknown in East Africa1-6. Here we describe the partial skeleton of a roughly 2.5- to 3.0-year-old child dating to 78.3 ± 4.1 thousand years ago, which was recovered in the MSA layers of Panga ya Saidi (PYS), a cave site in the tropical upland coast of Kenya7,8. Recent excavations have revealed a pit feature containing a child in a flexed position. Geochemical, granulometric and micromorphological analyses of the burial pit content and encasing archaeological layers indicate that the pit was deliberately excavated. Taphonomical evidence, such as the strict articulation or good anatomical association of the skeletal elements and histological evidence of putrefaction, support the in-place decomposition of the fresh body. The presence of little or no displacement of the unstable joints during decomposition points to an interment in a filled space (grave earth), making the PYS finding the oldest known human burial in Africa. The morphological assessment of the partial skeleton is consistent with its assignment to Homo sapiens, although the preservation of some primitive features in the dentition supports increasing evidence for non-gradual assembly of modern traits during the emergence of our species. The PYS burial sheds light on how MSA populations interacted with the dead.


Assuntos
Sepultamento/história , Fósseis , Esqueleto/anatomia & histologia , Animais , Osso e Ossos/anatomia & histologia , Pré-Escolar , Evolução Cultural/história , Dentição , História Antiga , Hominidae/anatomia & histologia , Hominidae/classificação , Humanos , Quênia
3.
Proc Natl Acad Sci U S A ; 121(26): e2319175121, 2024 Jun 25.
Artigo em Inglês | MEDLINE | ID: mdl-38885385

RESUMO

Cumulative culture, the accumulation of modifications, innovations, and improvements over generations through social learning, is a key determinant of the behavioral diversity across Homo sapiens populations and their ability to adapt to varied ecological habitats. Generations of improvements, modifications, and lucky errors allow humans to use technologies and know-how well beyond what a single naive individual could invent independently within their lifetime. The human dependence on cumulative culture may have shaped the evolution of biological and behavioral traits in the hominin lineage, including brain size, body size, life history, sociality, subsistence, and ecological niche expansion. Yet, we do not know when, in the human career, our ancestors began to depend on cumulative culture. Here, we show that hominins likely relied on a derived form of cumulative culture by at least ~600 kya, a result in line with a growing body of existing evidence. We analyzed the complexity of stone tool manufacturing sequences over the last 3.3 My of the archaeological record. We then compare these to the achievable complexity without cumulative culture, which we estimate using nonhuman primate technologies and stone tool manufacturing experiments. We find that archaeological technologies become significantly more complex than expected in the absence of cumulative culture only after ~600 kya.


Assuntos
Arqueologia , Hominidae , Animais , Humanos , Evolução Cultural , Comportamento de Utilização de Ferramentas , Evolução Biológica , Fósseis , Tecnologia , História Antiga
4.
Proc Natl Acad Sci U S A ; 121(33): e2405653121, 2024 Aug 13.
Artigo em Inglês | MEDLINE | ID: mdl-39110728

RESUMO

How does social complexity depend on population size and cultural transmission? Kinship structures in traditional societies provide a fundamental illustration, where cultural rules between clans determine people's marriage possibilities. Here, we propose a simple model of kinship interactions that considers kin and in-law cooperation and sexual rivalry. In this model, multiple societies compete. Societies consist of multiple families with different cultural traits and mating preferences. These values determine interactions and hence the growth rate of families and are transmitted to offspring with mutations. Through a multilevel evolutionary simulation, family traits and preferences are grouped into multiple clans with interclan mating preferences. It illustrates the emergence of kinship structures as the spontaneous formation of interdependent cultural associations. Emergent kinship structures are characterized by the cycle length of marriage exchange and the number of cycles in society. We numerically and analytically clarify their parameter dependence. The relative importance of cooperation versus rivalry determines whether attraction or repulsion exists between families. Different structures evolve as locally stable attractors. The probabilities of formation and collapse of complex structures depend on the number of families and the mutation rate, showing characteristic scaling relationships. It is now possible to explore macroscopic kinship structures based on microscopic interactions, together with their environmental dependence and the historical causality of their evolution. We propose the basic causal mechanism of the formation of typical human social structures by referring to ethnographic observations and concepts from statistical physics and multilevel evolution. Such interdisciplinary collaboration will unveil universal features in human societies.


Assuntos
Casamento , Densidade Demográfica , Humanos , Taxa de Mutação , Família , Evolução Cultural , Masculino , Mutação , Feminino , Modelos Teóricos , Cultura
5.
Proc Natl Acad Sci U S A ; 120(16): e2218222120, 2023 04 18.
Artigo em Inglês | MEDLINE | ID: mdl-37036975

RESUMO

Evolutionary science has led to many practical applications of genetic evolution but few practical uses of cultural evolution. This is because the entire study of evolution was gene centric for most of the 20th century, relegating the study and application of human cultural change to other disciplines. The formal study of human cultural evolution began in the 1970s and has matured to the point of deriving practical applications. We provide an overview of these developments and examples for the topic areas of complex systems science and engineering, economics and business, mental health and well-being, and global change efforts.


Assuntos
Evolução Cultural , Humanos , Evolução Biológica
6.
Proc Natl Acad Sci U S A ; 120(37): e2218593120, 2023 09 12.
Artigo em Inglês | MEDLINE | ID: mdl-37676911

RESUMO

Despite the variability of music across cultures, some types of human songs share acoustic characteristics. For example, dance songs tend to be loud and rhythmic, and lullabies tend to be quiet and melodious. Human perceptual sensitivity to the behavioral contexts of songs, based on these musical features, suggests that basic properties of music are mutually intelligible, independent of linguistic or cultural content. Whether these effects reflect universal interpretations of vocal music, however, is unclear because prior studies focus almost exclusively on English-speaking participants, a group that is not representative of humans. Here, we report shared intuitions concerning the behavioral contexts of unfamiliar songs produced in unfamiliar languages, in participants living in Internet-connected industrialized societies (n = 5,516 native speakers of 28 languages) or smaller-scale societies with limited access to global media (n = 116 native speakers of three non-English languages). Participants listened to songs randomly selected from a representative sample of human vocal music, originally used in four behavioral contexts, and rated the degree to which they believed the song was used for each context. Listeners in both industrialized and smaller-scale societies inferred the contexts of dance songs, lullabies, and healing songs, but not love songs. Within and across cohorts, inferences were mutually consistent. Further, increased linguistic or geographical proximity between listeners and singers only minimally increased the accuracy of the inferences. These results demonstrate that the behavioral contexts of three common forms of music are mutually intelligible cross-culturally and imply that musical diversity, shaped by cultural evolution, is nonetheless grounded in some universal perceptual phenomena.


Assuntos
Evolução Cultural , Música , Humanos , Idioma , Linguística , Acústica
7.
Proc Natl Acad Sci U S A ; 120(33): e2310033120, 2023 08 15.
Artigo em Inglês | MEDLINE | ID: mdl-37549253

RESUMO

The adaptability of human populations to changing environments is often attributed to the human capacity for social learning, innovation, and culture. In rapidly changing environments, it has been shown that maintaining high levels of cultural variation is beneficial because it allows for efficient adaptation. However, in many theoretical models, a high level of cultural variation also implies that a large amount of useless and perhaps detrimental information must be maintained and used, leading to lower population fitness in general. Here, we begin to investigate this often conflicting relationship between adaptation and cultural variation. We explicitly allow for the interplay between social learning and environmental variability, alongside the capacity for "memory," i.e., the storage, retrieval, and forgetting of information. Here, memory allows individuals to retain unexpressed cultural variation, which does not directly impact adaptation. We show that this capacity for memory facilitates the evolution of social learning across a broader range of circumstances than previously thought. Results from this analysis may help to establish whether and when memory should be incorporated into cultural evolutionary models focused on questions of adaptation.


Assuntos
Evolução Cultural , Aprendizado Social , Humanos , Aprendizagem , Modelos Teóricos , Adaptação Fisiológica
8.
Proc Natl Acad Sci U S A ; 120(44): e2313790120, 2023 Oct 31.
Artigo em Inglês | MEDLINE | ID: mdl-37883432

RESUMO

As the use of large language models (LLMs) grows, it is important to examine whether they exhibit biases in their output. Research in cultural evolution, using transmission chain experiments, demonstrates that humans have biases to attend to, remember, and transmit some types of content over others. Here, in five preregistered experiments using material from previous studies with human participants, we use the same, transmission chain-like methodology, and find that the LLM ChatGPT-3 shows biases analogous to humans for content that is gender-stereotype-consistent, social, negative, threat-related, and biologically counterintuitive, over other content. The presence of these biases in LLM output suggests that such content is widespread in its training data and could have consequential downstream effects, by magnifying preexisting human tendencies for cognitively appealing and not necessarily informative, or valuable, content.


Assuntos
Evolução Cultural , Idioma , Humanos , Rememoração Mental , Viés , Teoria Ética
9.
Nature ; 569(7754): 112-115, 2019 05.
Artigo em Inglês | MEDLINE | ID: mdl-31019300

RESUMO

The study of language origin and divergence is important for understanding the history of human populations and their cultures. The Sino-Tibetan language family is the second largest in the world after Indo-European, and there is a long-running debate about its phylogeny and the time depth of its original divergence1. Here we perform a Bayesian phylogenetic analysis to examine two competing hypotheses of the origin of the Sino-Tibetan language family: the 'northern-origin hypothesis' and the 'southwestern-origin hypothesis'. The northern-origin hypothesis states that the initial expansion of Sino-Tibetan languages occurred approximately 4,000-6,000 years before present (BP; taken as AD 1950) in the Yellow River basin of northern China2-4, and that this expansion is associated with the development of the Yangshao and/or Majiayao Neolithic cultures. The southwestern-origin hypothesis states that an early expansion of Sino-Tibetan languages occurred before 9,000 years BP from a region in southwest Sichuan province in China5 or in northeast India6, where a high diversity of Tibeto-Burman languages exists today. Consistent with the northern-origin hypothesis, our Bayesian phylogenetic analysis of 109 languages with 949 lexical root-meanings produced an estimated time depth for the divergence of Sino-Tibetan languages of approximately 4,200-7,800 years BP, with an average value of approximately 5,900 years BP. In addition, the phylogeny supported a dichotomy between Sinitic and Tibeto-Burman languages. Our results are compatible with the archaeological records, and with the farming and language dispersal hypothesis7 of agricultural expansion in China. Our findings provide a linguistic foothold for further interdisciplinary studies of prehistoric human activity in East Asia.


Assuntos
Teorema de Bayes , Idioma/história , Modelos Teóricos , Filogenia , Arqueologia , China , Evolução Cultural/história , História Antiga , Humanos , Tibet
10.
Annu Rev Psychol ; 75: 341-378, 2024 Jan 18.
Artigo em Inglês | MEDLINE | ID: mdl-37906949

RESUMO

Social norms are the glue that holds society together, yet our knowledge of them remains heavily intellectually siloed. This article provides an interdisciplinary review of the emerging field of norm dynamics by integrating research across the social sciences through a cultural-evolutionary lens. After reviewing key distinctions in theory and method, we discuss research on norm psychology-the neural and cognitive underpinnings of social norm learning and acquisition. We then overview how norms emerge and spread through intergenerational transmission, social networks, and group-level ecological and historical factors. Next, we discuss multilevel factors that lead norms to persist, change, or erode over time. We also consider cultural mismatches that can arise when a changing environment leads once-beneficial norms to become maladaptive. Finally, we discuss potential future research directions and the implications of norm dynamics for theory and policy.


Assuntos
Evolução Cultural , Normas Sociais , Humanos , Aprendizagem , Rede Social
11.
Am Nat ; 203(6): 695-712, 2024 Jun.
Artigo em Inglês | MEDLINE | ID: mdl-38781528

RESUMO

AbstractA change to a population's social network is a change to the substrate of cultural transmission, affecting behavioral diversity and adaptive cultural evolution. While features of network structure such as population size and density have been well studied, less is understood about the influence of social processes such as population turnover-or the repeated replacement of individuals by naive individuals. Experimental data have led to the hypothesis that naive learners can drive cultural evolution by better assessing the relative value of behaviors, although this hypothesis has been expressed only verbally. We conducted a formal exploration of this hypothesis using a generative model that concurrently simulated its two key ingredients: social transmission and reinforcement learning. We simulated competition between high- and low-reward behaviors while varying turnover magnitude and tempo. Variation in turnover influenced changes in the distributions of cultural behaviors, irrespective of initial knowledge-state conditions. We found optimal turnover regimes that amplified the production of higher reward behaviors through two key mechanisms: repertoire composition and enhanced valuation by agents that knew both behaviors. These effects depended on network and learning parameters. Our model provides formal theoretical support for, and predictions about, the hypothesis that naive learners can shape cultural change through their enhanced sampling ability. By moving from experimental data to theory, we illuminate an underdiscussed generative process that can lead to changes in cultural behavior, arising from an interaction between social dynamics and learning.


Assuntos
Evolução Cultural , Aprendizagem , Humanos , Recompensa , Comportamento Social , Modelos Teóricos , Reforço Psicológico
12.
Proc Biol Sci ; 291(2018): 20232110, 2024 Mar 13.
Artigo em Inglês | MEDLINE | ID: mdl-38471552

RESUMO

We introduce a mathematical model of cultural evolution to study cultural traits that shape how individuals exchange information. Current theory focuses on traits that influence the reception of information (receiver traits), such as evaluating whether information represents the majority or stems from a trusted source. Our model shifts the focus from the receiver to the sender of cultural information and emphasizes the role of sender traits, such as communicability or persuasiveness. Here, we show that sender traits are probably a stronger driving force in cultural evolution than receiver traits. While receiver traits evolve to curb cultural transmission, sender traits can amplify it and fuel the self-organization of systems of mutually supporting cultural traits, including traits that cannot be maintained on their own. Such systems can reach arbitrary complexity, potentially explaining uniquely human practical and mental skills, goals, knowledge and creativity, independent of innate factors. Our model incorporates social and individual learning throughout the lifespan, thus connecting cultural evolutionary theory with developmental psychology. This approach provides fresh insights into the trait-individual duality, that is, how cultural transmission of single traits is influenced by individuals, who are each represented as an acquired system of cultural traits.


Assuntos
Evolução Cultural , Humanos , Aprendizagem , Modelos Teóricos , Personalidade , Evolução Biológica
13.
Theor Popul Biol ; 156: 5-11, 2024 Apr.
Artigo em Inglês | MEDLINE | ID: mdl-38142968

RESUMO

Mathematical models of conformity and anti-conformity have commonly included a set of simplifying assumptions. For example, (1) there are m=2 cultural variants in the population, (2) naive individuals observe the cultural variants of n=3 adult "role models," and (3) individuals' levels of conformity or anti-conformity do not change over time. Three recent theoretical papers have shown that departures from each of these assumptions can produce new population dynamics. Here, we explore cases in which multiple, or all, of these assumptions are violated simultaneously: namely, in a population with m variants of a trait where conformity (or anti-conformity) occurs with respect to n role models, we study a model in which the conformity rates at each generation are random variables that are independent of the variant frequencies at that generation. For this model a class of symmetric constant equilibria exist, and it is possible that all of these equilibria are simultaneously stochastically locally stable. In such cases, the effect of initial conditions on subsequent evolutionary trajectories becomes very complicated.


Assuntos
Evolução Cultural , Humanos , Comportamento Social , Modelos Teóricos , Dinâmica Populacional
14.
J Hum Evol ; 194: 103578, 2024 Sep.
Artigo em Inglês | MEDLINE | ID: mdl-39146927

RESUMO

The foragers of the southern African Middle Stone Age were among the first humans to adapt their environment and its resources to their needs. They heat-treated stone to alter its mechanical properties, transformed yellow colorants into red pigments and produced moldable adhesive substances from plants. Until now, only Podocarpus conifers have been identified as the botanical origin of Middle Stone Age adhesives. This is curious as these conifers do not produce sticky exudations that could be recognized as potential adhesives. To obtain an adhesive, tar must be made with a technical process based on fire. However, the nature of these technical processes has remained unknown, hampering our understanding of the meaning of this adhesive technology for the cultural evolution of early Homo sapiens. Here, we present the first evidence of a technique used for tar making in the Middle Stone Age. We created an experimental reference collection containing naturally available adhesives along manufactured tars from plants available in the Middle Stone Age and compared these to artifacts using gas chromatography-mass spectrometry and infrared spectroscopy. We found that, in the Howiesons Poort at Sibhudu Cave, tar was made by condensation, an efficient above-ground process. Even more surprisingly, the condensation method was not restricted to Podocarpus. The inhabitants of Sibhudu also produced tar from the leaves of other plants. These tars were then used, either without further transformation or were processed into ochre-based compound adhesives, suggesting that people needed different moldable substances with distinct mechanical properties. This has important implications for our understanding of Middle Stone Age H. sapiens, portraying them as skilled engineers who used and transformed their resources in a knowledgeable way.


Assuntos
Adesivos , Arqueologia , Adesivos/química , Humanos , Tecnologia , Evolução Cultural , Traqueófitas/química , Biomassa
15.
PLoS Comput Biol ; 19(7): e1011297, 2023 07.
Artigo em Inglês | MEDLINE | ID: mdl-37440602

RESUMO

Empirical work has shown that human cultural transmission can be heavily influenced by population age structure. We aim to explore the role of such age structure in shaping the cultural composition of a population when cultural transmission occurs in an unbiased way. In particular, we are interested in understanding the effect induced by the interplay between age structure and the cultural transmission process by allowing cultural transmission from individuals within a limited age range only. To this end we develop an age-structured cultural transmission model and find that age-structured and non age-structured populations evolving through unbiased transmission possess very similar cultural compositions (at a single point in time) at the population and sample level if the copy pool consists of a sufficiently large fraction of the population. If, however, an age constraint-a structural constraint restricting the pool of potential role models to individuals of a limited age range- exists, the cultural compositions of age-structured and non age-structured population show stark differences. This may have drastic consequences for our ability to correctly analyse cultural data sets. Rejections of tests of neutrality, blind to age structure and, importantly, the interaction between age structure and cultural transmission, are only indicative of biased transmission if it is known a priori that there are no or only weak age constraints acting on the pool of role models. As this knowledge is rarely available for specific empirical case studies we develop a generative inference approach based on our age-structured cultural transmission model and machine learning techniques. We show that in some circumstances it is possible to simultaneously infer the characteristics of the age structure, the nature of the transmission process, and the interplay between them from observed samples of cultural variants. Our results also point to hard limits on inference from population-level data at a single point in time, regardless of the approach used.


Assuntos
Evolução Cultural , Humanos , Conhecimento
16.
Evol Anthropol ; 33(3): e22027, 2024 Jun.
Artigo em Inglês | MEDLINE | ID: mdl-38623594

RESUMO

The human species presents a paradox. No other species possesses the propensity to carry out coalitionary lethal attacks on adult conspecifics coupled with the inclination to establish peaceful relations with genetically unrelated groups. What explains this seemingly contradictory feature? Existing perspectives, the "deep roots" and "shallow roots" of war theses, fail to capture the plasticity of human intergroup behaviors, spanning from peaceful cooperation to warfare. By contrast, this article argues that peace and war have both deep roots, and they co-evolved through an incremental process over several million years. On the one hand, humans inherited the propensity for coalitionary lethal violence from their chimpanzee-like ancestor. Specifically, having first inherited the skills to engage in cooperative hunting, they gradually repurposed such capacity to execute coalitionary killings of adult conspecifics and subsequently enhanced it through tech`nological innovations like the use of weapons. On the other hand, they underwent a process of cumulative cultural evolution and, subsequently, of self-domestication which led to heightened cooperative communication and increased prosocial behavior within and between groups. The combination of these two biocultural evolutionary processes-coupled with feedback loop effects between self-domestication and Pleistocene environmental variability-considerably broadened the human intergroup behavioral repertoire, thereby producing the distinctive combination of conflictual and peaceful intergroup relations that characterizes our species. To substantiate this argument, the article synthesizes and integrates the findings from a variety of disciplines, leveraging evidence from evolutionary anthropology, primatology, archeology, paleo-genetics, and paleo-climatology.


Assuntos
Guerra , Humanos , Animais , Evolução Cultural , Evolução Biológica , Comportamento Social , Comportamento Cooperativo , Hominidae/fisiologia , Violência
17.
Evol Anthropol ; 33(4): e22031, 2024 Aug.
Artigo em Inglês | MEDLINE | ID: mdl-38757853

RESUMO

Various selection pressures have shaped human uniqueness, for instance, music. When and why did musical universality and diversity emerge? Our hypothesis is that "music" initially originated from manipulative calls with limited musical elements. Thereafter, vocalizations became more complex and flexible along with a greater degree of social learning. Finally, constructed musical instruments and the language faculty resulted in diverse and context-specific music. Music precursors correspond to vocal communication among nonhuman primates, songbirds, and cetaceans. To place this scenario in hominin history, a three-phase scheme for music evolution is presented herein. We emphasize (1) the evolution of sociality and life history in australopithecines, (2) the evolution of cognitive and learning abilities in early/middle Homo, and (3) cultural evolution, primarily in Homo sapiens. Human musical capacity and products should be due to the hominin-specific combination of several biosocial features, including bipedalism, stable pair bonding, alloparenting, expanded brain size, and sexual selection.


Assuntos
Cognição , Evolução Cultural , Hominidae , Música , Animais , Humanos , Hominidae/fisiologia , Cognição/fisiologia , Evolução Biológica , Comportamento Social , Antropologia Física
18.
Nature ; 555(7695): 190-196, 2018 03 08.
Artigo em Inglês | MEDLINE | ID: mdl-29466337

RESUMO

From around 2750 to 2500 bc, Bell Beaker pottery became widespread across western and central Europe, before it disappeared between 2200 and 1800 bc. The forces that propelled its expansion are a matter of long-standing debate, and there is support for both cultural diffusion and migration having a role in this process. Here we present genome-wide data from 400 Neolithic, Copper Age and Bronze Age Europeans, including 226 individuals associated with Beaker-complex artefacts. We detected limited genetic affinity between Beaker-complex-associated individuals from Iberia and central Europe, and thus exclude migration as an important mechanism of spread between these two regions. However, migration had a key role in the further dissemination of the Beaker complex. We document this phenomenon most clearly in Britain, where the spread of the Beaker complex introduced high levels of steppe-related ancestry and was associated with the replacement of approximately 90% of Britain's gene pool within a few hundred years, continuing the east-to-west expansion that had brought steppe-related ancestry into central and northern Europe over the previous centuries.


Assuntos
Evolução Cultural/história , Genoma Humano/genética , Genômica , Migração Humana/história , Cromossomos Humanos Y/genética , DNA Antigo , Europa (Continente) , Pool Gênico , Genética Populacional , Haplótipos , História Antiga , Humanos , Masculino , Análise Espaço-Temporal
19.
Nature ; 563(7730): 245-248, 2018 11.
Artigo em Inglês | MEDLINE | ID: mdl-30356217

RESUMO

Promoting the adoption of public goods that are not yet widely accepted is particularly challenging. This is because most tools for increasing cooperation-such as reputation concerns1 and information about social norms2-are typically effective only for behaviours that are commonly practiced, or at least generally agreed upon as being desirable. Here we examine how advocates can successfully promote non-normative (that is, rare or unpopular) public goods. We do so by applying the cultural evolutionary theory of credibility-enhancing displays3, which argues that beliefs are spread more effectively by actions than by words alone-because actions provide information about the actor's true beliefs. Based on this logic, people who themselves engage in a given behaviour will be more effective advocates for that behaviour than people who merely extol its virtues-specifically because engaging in a behaviour credibly signals a belief in its value. As predicted, a field study of a programme that promotes residential solar panel installation in 58 towns in the United States-comprising 1.4 million residents in total-found that community organizers who themselves installed through the programme recruited 62.8% more residents to install solar panels than community organizers who did not. This effect was replicated in three pre-registered randomized survey experiments (total n = 1,805). These experiments also support the theoretical prediction that this effect is specifically driven by subjects' beliefs about what the community organizer believes about solar panels (that is, second-order beliefs), and demonstrate generalizability to four other highly non-normative behaviours. Our findings shed light on how to spread non-normative prosocial behaviours, offer an empirical demonstration of credibility-enhancing displays and have substantial implications for practitioners and policy-makers.


Assuntos
Terapia Comportamental , Comunicação , Comportamento do Consumidor/estatística & dados numéricos , Difusão de Inovações , Utilização de Equipamentos e Suprimentos/estatística & dados numéricos , Motivação , Energia Solar/estatística & dados numéricos , Evolução Cultural , Cultura , Humanos , Modelos Psicológicos , Formulação de Políticas , Mudança Social , Estados Unidos
20.
Proc Natl Acad Sci U S A ; 118(39)2021 09 28.
Artigo em Inglês | MEDLINE | ID: mdl-34556580

RESUMO

Names for colors vary widely across languages, but color categories are remarkably consistent. Shared mechanisms of color perception help explain consistent partitions of visible light into discrete color vocabularies. But the mappings from colors to words are not identical across languages, which may reflect communicative needs-how often speakers must refer to objects of different color. Here we quantify the communicative needs of colors in 130 different languages by developing an inference algorithm for this problem. We find that communicative needs are not uniform: Some regions of color space exhibit 30-fold greater demand for communication than other regions. The regions of greatest demand correlate with the colors of salient objects, including ripe fruits in primate diets. Our analysis also reveals a hidden diversity in the communicative needs of colors across different languages, which is partly explained by differences in geographic location and the local biogeography of linguistic communities. Accounting for language-specific, nonuniform communicative needs improves predictions for how a language maps colors to words, and how these mappings vary across languages. Our account closes an important gap in the compression theory of color naming, while opening directions to study cross-cultural variation in the need to communicate different colors and its impact on the cultural evolution of color categories.


Assuntos
Comportamento de Escolha , Percepção de Cores , Cor , Comunicação , Evolução Cultural , Discriminação Psicológica , Idioma , Comparação Transcultural , Humanos
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