Insights into how populations conform or go against the crowd

Published on January 19, 2025

Cultural traits — the information, beliefs, behaviors, customs, and practices that shape the character of a population — are influenced by conformity, the tendency to align with others, or anti-conformity, the choice to deliberately diverge. A new way to model this dynamic interplay could ultimately help explain societal phenomena like political polarization, cultural trends, and the spread of misinformation.

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