**Author(s):** Ehret, S; Constantino, S; Vogt, S; Weber, E; Efferson, C Introduction: Social tipping can accelerate behavior change in domains from social justice to climate change. When people vary, however, heterogeneity can undermine tipping in unexpected ways. Methods: We ran two experiments. For both, participants faced incentives to coordinate. After they had established a coordination norm, an intervention created pressure to tip to a new norm by incentivizing some participants to change behavior. The first experiment examined polarized identities around the 2020 U.S. elections by using either neutral labels for choices or partisan political images. The second experiment varied both the size of the intervention and the specific individuals targeted by the intervention. Results: The payoff-irrelevant relabeling in the first experiment generated extreme differences. Neutral groups evolved norms slowly before intervention but transitioned to new norms rapidly after intervention. Political groups evolved norms rapidly before intervention but persisted in a state of costly disagreement after intervention. The second experiment showed that the social gains of behavior change depend on strong interactions between the size and target of the intervention.

Activating cultural change for good (?) in heterogeneous populations

Evolving social norms across species

technical paper

### Welcome to the fourth Cultural Evolution Society Conference, CES2022! 

As last year, Underline will support the online component of the conference. The ongoing COVID-19 pandemic is causing a great deal of uncertainty for all of us. Therefore, we seek to offer a hybrid format that will hopefully allow some folks to travel to Aarhus, others to meet up locally or regionally in CES hub-lets, and other yet to participate online. The field of cultural evolution is growing in size and scope; its theories, methods and applications - both academic and applied - are getting ever more robust. Do join us in what promises to be an exciting exchange of ideas and a celebration of our field.

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#### The CES 2022 local organising committee
* Luseadra Joy McKerracher
* Jesper Sørensen 
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* Mette Løvschal 
* Felix Riede
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* Karsten Olsen

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Cultural Evolution Society 2022

The field of cultural evolution is growing in size and scope; its theories, methods and applications - both academic and applied - are getting ever more robust. Do join us in what promises to be an exciting exchange of ideas and a celebration of our field.

Charles Efferson

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Activating cultural change for good (?) in heterogeneous populations

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