Cultural evolution depends on both innovation (the creation of new cultural variants by accident or design) and high-fidelity transmission (which preserves our accumulated knowledge and allows the storage of normative conventions). What is required is an overarching theory encompassing both dimensions, specifying the psychological motivations and mechanisms involved. The bifocal stance theory (BST) of cultural evolution proposes that the co-existence of innovative change and stable tradition results from our ability to adopt different motivational stances flexibly during social learning and transmission. (...) We argue that the ways in which instrumental and ritual stances are adopted in cultural transmission influence the nature and degree of copying fidelity and thus also patterns of cultural spread and stability at a population level over time. BST creates a unifying framework for interpreting the findings of otherwise seemingly disparate areas of enquiry, including social learning, cumulative culture, overimitation, and ritual performance. We discuss the implications of BST for competing by-product accounts which assume that faithful copying is merely a side-effect of instrumental learning and action parsing. We also set out a novel “cultural action framework” bringing to light aspects of social learning that have been relatively neglected by behavioural ecologists and evolutionary psychologists and establishing a roadmap for future research on this topic. The BST framework sheds new light on the cognitive underpinnings of cumulative cultural change, selection, and spread within an encompassing evolutionary framework. (shrink)

Rituals are able to transform ordinary objects into extraordinary objects. And while rituals typically do not cause physical changes, they may imbue objects with a particular specialness – a simple gold band may become a wedding ring, while an ordinary dessert may become a birthday cake. To treat such objects as if they were ordinary then becomes inappropriate. How does this transformation take place in the minds of observers, and how do we recognize it when we see it? Here, we (...) suggest that two under-examined elements of ritual need deeper consideration within the context of ritual cognition. We propose a fully integrated operational definition in which these two critical ritual elements – causal opacity and goal demotion – are included. In a pre-registered experiment one-hundred and one adults, in a 2 × 2 mixed-within participants design observed actions performed upon profane objects. These actions were either ordinary or ritualized, and were described as a blessing, a curse, or were not described at all. Contrary to established findings and pre-registered predictions, we found that ritualized actions alone are not enough to influence perceptions of, and attributions towards, objects, and that positive goal information are more behaviorally persuasive than negative information. However, we found that participants recalled ritualized action in greater detail and with more specificity than ordinary actions. In effect, we demonstrate that causal opacity and goal information interact to allow us to recognize a ritual as a ritual. (shrink)