Measuring frequency-dependent selection in culture

The frequency of a cultural trait can influence its tendency to be copied. We develop a maximum-likelihood method to measure such frequency-dependent selection from time series data, and we apply it to baby names and purebred dog preferences over the past century. The form of negative frequency dependence we infer among names explains their diversity patterns, and it replicates across the United States, France, Norway and the Netherlands. We find different growth rates for male versus female names, attributable to different rates of innovation, whereas biblical names enjoy a genuine selective advantage at all frequencies, which explains their predominance among top names. We show how frequency dependence emerges from a host of underlying selective mechanisms, including a preference for novelty that recapitulates boom–bust fads among dog owners. Our analysis of cultural evolution through frequency-dependent selection provides a quantitative account of social pressures to conform or to be different.