Recent research into cultural transmission suggests that humans are disposed to learn, remember, and transmit certain types of information more easily than others, and that any information that is passed between people will be subjected to cognitive selective pressures that alter the content and structure so as to make it maximally transmittable. This paper presents a review of emerging research on content biases in cultural evolution with relevance to the transmission of popular narratives. This is illustrated with content analysis of (...) urban legends, which found that most exploited at least one known content bias, with emotional information and social information being the most frequent. We argue that the narratives do not succeed because of the transmission of adaptively relevant information but because of their exploitation of content biases in human cognition. (shrink)

We experimentally investigated the influence of context-based biases, such as prestige and popularity, on the preferences for quotations. Participants were presented with random quotes associated to famous or unknown authors, or with random quotes presented as popular, i.e. chosen by many previous participants, or unpopular. To exclude effects related to the content of the quotations, all participants were subsequently presented with the same quotations, again associated to famous and unknown authors, or presented as popular or unpopular. Overall, our results showed (...) that context-based biases had no, or limited, effect in determining participants’ choices. Quotations preferred for their content were preferred in general, despite the contextual cues to which they were associated. We conclude discussing how our results fit with the well-known phenomenon of the spread and success of misattributed quotations, and we draw some more general implications for cultural evolution research. (shrink)

There is considerable scope for developing a more explicit role for ethnography within the research program proposed in the article. Ethnographic studies of cultural micro-evolution would complement experimental approaches by providing insights into the “natural” settings in which cultural behaviours occur. Ethnography can also contribute to the study of cultural macro-evolution by shedding light on the conditions that generate and maintain cultural lineages. (Published Online November 9 2006).