Prestige and content biases together shape the cultural transmission of narratives.

Cultural transmission biases such as prestige are thought to have been a primary driver in shaping the dynamics of human cultural evolution. However, few empirical studies have measured the importance of prestige relative to other effects, such as content biases present within the information being transmitted. Here, we report the findings of an experimental transmission study designed to compare the simultaneous effects of a model using a high- or low-prestige regional accent with the presence of narrative content containing social, survival, emotional, moral, rational, or counterintuitive information in the form of a creation story. Results from multimodel inference reveal that prestige is a significant factor in determining the salience and recall of information, but that several content biases, specifically social, survival, negative emotional, and biological counterintuitive information, are significantly more influential. Further, we find evidence that reliance on prestige cues may serve as a conditional learning strategy when no content cues are available. Our results demonstrate that content biases serve a vital and underappreciated role in cultural transmission and cultural evolution. Social media summary: Storyteller and tale are both key to memorability, but some content is more important than the storyteller's prestige.

The Position-Reputation-Information (PRI) scale of individual prestige.

Prestige is a key concept across the social and behavioral sciences and has been implicated as an important driver in the processes governing human learning and behavior and the evolution of culture. However, existing scales of prestige fail to account for the full breadth of its potential determinants or focus only on collective social institutions rather than the individual-level perceptions that underpin everyday social interactions. Here, we use open, extensible methods to unite diverse theoretical ideas into a common measurement tool for individual prestige. Participants evaluated the perceived prestige of regional variations in accented speech using a pool of candidate scale items generated from free-listing tasks and a review of published scales. Through exploratory and confirmatory factor analyses, we find that our resulting 7-item scale, composed of dimensions we term position, reputation, and information ("PRI"), exhibits good model fit, scale validity, and scale reliability. The PRI scale of individual prestige contributes to the integration of existing lines of theory on the concept of prestige, and the scale's application in Western samples and its extensibility to other cultural contexts serves as a foundation for new theoretical and experimental trajectories across the social and behavioral sciences.