‘Imitation Is the Sincerest Form of’ … Cultural Evolution, or Is It?

Abstract Culture and cultural transmission is underpinned by social learning, allowing an individual to adopt the traditions of one’s cultural group by interacting with others. Here I describe studies which demonstrate the role of imitation, the copying of methods and outcomes of behaviour, on cultural sustainability and innovation. Through diffusion studies with children using artificial fruits, the transmission of behaviour within and across groups was investigated. The results show that children are faithful to the methods and outcomes they witness, including copying irrelevant actions. Children in open diffusion studies acquired more than one solution, but sub-groups were established, conforming to a solution with other solutions being held in one’s repertoire. Imitation is a critical skill underpinning the adoption and transmission of culture, with other mechanisms, such as asocial learning, teaching and emulation playing a less pertinent role.