A number of anthropologists have argued that religious concepts are minimally counterintuitive and that this gives them mnemic advantages. This paper addresses the question of why people have the memory architecture that results in such concepts being more memorable than other types of concepts by pointing out the benefits of a memory structure that leads to better recall for minimally counterintuitive concepts and by showing how such benefits emerge in the real‐time processing of comprehending narratives such as folk tales. This (...) model suggests that memorability is not an inherent property of a concept; rather it is a property of the concept, the context in which the concept is presented, and the background knowledge that the comprehendor possesses about the concept. The model predicts how memorability of a concept should change if the context containing the concept were changed. The paper also presents the results of experiments carried out to test these predictions. (shrink)

This revised edition includes a new Preface outlining developments in Relevance Theory since 1986, discussing the more serious criticisms of the theory, and ...

The four experiments presented support Boyer's theory that counterintuitive concepts have transmission advantages that account for the commonness and ease of communicating many non-natural cultural concepts. In Experiment 1, 48 American college students recalled expectation-violating items from culturally unfamiliar folk stories better than more mundane items in the stories. In Experiment 2, 52 American college students in a modified serial reproduction task transmitted expectation-violating items in a written narrative more successfully than bizarre or common items. In Experiments 3 and 4, (...) these findings were replicated with orally presented and transmitted stimuli, and found to persist even after three months. To sum, concepts with single expectation-violating features were more successfully transmitted than concepts that were entirely congruent with category-level expectations, even if they were highly unusual or bizarre. This transmission advantage for counterintuitive concepts may explain, in part, why such concepts are so prevalent across cultures and so readily spread. (shrink)

Presents results of free‐recall experiments conducted in France, Gabon and Nepal, to test predictions of a cognitive model of religious concepts. The world over, these concepts include violations of conceptual expectations at the level of domain knowledge (e.g., about ‘animal’ or ‘artifact’ or ‘person’) rather than at the basic level. In five studies we used narratives to test the hypothesis that domain‐level violations are recalled better than other conceptual associations. These studies used material constructed in the same way as religious (...) concepts, but not used in religions familiar to the subjects. Experiments 1 and 2 confirmed a distinctiveness effect for such material. Experiment 3 shows that recall also depends on the possibility to generate inferences from violations of domain expectations. Replications in Gabon (Exp. 4) and Nepal (Exp. 5) showed that recall for domain‐level violations is better than for violations of basic‐level expectations. Overall sensitivity to violations is similar in different cultures and produces similar recall effects, despite differences in commitment to religious belief, in the range of local religious concepts or in their mode of transmission. However, differences between Gabon and Nepal results suggest that familiarity with some types of domain‐level violations may paradoxically make other types more salient. These results suggest that recall effects may account for the recurrent features found in religious concepts from different cultures. (shrink)

Pascal Boyer, Justin Barret and associates have recently developed precise and testable hypotheses about what makes a concept attention-demanding, easier to recall and therefore has increased probability of being transmitted. Two theses are tested: 1) that all else being equal counterintuitive concepts are better remembered than bizarre, and bizarre better than common; 2) that counterintuitive concepts containing certain templates, which involve the activation of theory of mind expectations should have greater success. The research so far has been in controlled experiments, (...) but it should be possible to test the theses "in the wild". The evidence from the roman prodigy reports offers us such a possibility. It also enables us to check for variation across time, which hasn't been done before. Thesis 1) is confirmed, but not thesis 2). It is argued however that this is not a disconfirmation of Boyer's general thesis. By considering the context it is argued that it does not disconfirm the basic assumption of the theory. The evidence could suggest that when the "social inferential potential" of templates activating TOM expectations is not used it has no transmission advantage. It is also argued that the specific distribution shows that what is normally considered local cultural factors, have a real effect on what is transmitted. (shrink)

Counterintuitive concepts have been identified as major aspects of religious belief, and have been used to explain the retention and transmission of such beliefs. To resolve some inconsistencies in the literature concerning counterintuitiveness, we conducted three experiments to study the effect of context on recall. Five types of items were used: intuitive, minimally counterintuitive, maximally counterintuitive, minimally counterintuitive with contradictory context, and intuitive with contradictory context. Items were presented with context or without context and participants were asked to recall them. (...) Maximally counterintuitive concepts were found to have the poorest recall in both immediate and delayed recall conditions and regardless of the presence or absence of context. No significant differences were found in the recall rates of minimally counterintuitive concepts and intuitive concepts, although delayed recall affected minimally counterintuitive concepts less than intuitive concepts, suggesting the possibility of differential "fitness." Presence of contradictory context was found to be able to change minimally counterintuitive items into the functional equivalents of intuitive items. When relevant context was present, minimally counterintuitive concepts were recalled significantly better than intuitive concepts, which is consistent with the findings of Barrett & Nyhof. For items presented as lists, intuitive items were recalled better, consistent with the findings of Norenzayan & Atran. Thus, context was the key element affecting recall and the discrepancy among prior studies was resolved. The results imply that no "item-centered" explanation of the formation and transmission of religious concepts can be adequate in itself. Instead, the nature of the surrounding context must be included in any such account. (shrink)

We hypothesize that cultural narratives such as myths and folktales are more likely to achieve cultural stability if they correspond to a minimally counterintuitive (MCI) cognitive template that includes mostly intuitive concepts combined with a minority of counterintuitive ones. Two studies tested this hypothesis, examining whether this template produces a memory advantage, and whether this memory advantage explains the cultural success of folktales. In a controlled laboratory setting, Study 1 found that an MCI template produces a memory advantage after a (...) 1‐week delay, relative to entirely intuitive or maximally counterintuitive cognitive templates. Using archival methods, Study 2 examined the cognitive structure of Grimm Brothers folktales. Compared to culturally unsuccessful folktales, those that were demonstrably successful were especially likely to fit an MCI template. These findings highlight the role of human memory processes in cultural evolution. (shrink)