The emerging field of cognition and culture has had some success in explaining the spread of counterintuitive religious concepts around the world. However, researchers have been reluctant to extend its findings to explain the widespread occurrence of culturally counterintuitive ideas in general. This article develops a broader notion of social counterintuitiveness to include ideas that violate shared expectations of a group of people and argues that the notion of social counterintuitiveness is more crucial to explaining cultural success of surprising ideas (...) than the traditional notion of individual counterintuitiveness. Building on the context-based account of individual counterintuitiveness, the article also outlines how the once unorthodox cultural ideas become conventionalized over time only to be swept under the next wave of cultural innovation. By helping us peel away the layers of tradition that weave together the multilayered tapestry of culture, this account can be useful for understanding the development of cultural scaffolding that is needed to support the spread of maximally counterintuitive concepts such as widespread religious concepts of God and ghosts. (shrink)