Sticky Traditions: Origin, Persistence, and Evolution of Cultural Norms

This chapter reviews the growing literature on the origin, persistence and evolution of cultural norms. I begin by examining the deep historical forces that shape the formation of cultural norms, with particular attention to the role of geography, pre-industrial societal characteristics, political institutions, and historical shocks. I then analyze the mechanisms through which cultural norms persist and evolve, emphasizing the roles of vertical, horizontal, and oblique transmission. Next, I examine the complex interaction between culture and institutions, and discuss the conditions under which cultural norms change. Several conclusions emerge. Cultural norms tend to persist over remarkably long periods, though the speed of change varies significantly across traits. Understanding the origins and persistence of cultural norms has important implications for policy: policies that ignore local cultural context risk failure or unintended consequences, while well-designed interventions can successfully shift norms. Finally, I discuss the growing evidence on cultural mismatches - situations where norms that were adaptive in historical environments become maladaptive in new contexts - and outline directions for future research.