Abstract
Outcomes in the cultural arena are due to many factors, but are there general rules that can suggest what makes some cultural traits successful and others not? Research in cultural evolution theory distinguishes factors related to social influence (such as copying from the majority, or from certain individuals) from factors related to intrinsic features of cultural traits (such as being more effective, easy to transmit, or memorable). Here we show, using analytical and individual-based models, that preferences for content, even when weak, being stable and directional, determine the equilibrium point of cultural dynamics when acting together with non-directional social influence. The results have implications regarding the importance of keeping into account individual-level, non-social, factors, when studying cultural evolution, as well as regarding the interpretation of cross-cultural regularities, that have to be expected, but can be product of weak directional forces, intensified by social influence. In addition, they suggest that when planning policies for behavioral changes, it is fundamental to consider widespread individual preferences, even subtle ones, and design interventions that reinforce them.
