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Trans. R. Soc. B"],"published-print":{"date-parts":[[2024,3,11]]},"abstract":"<jats:p>Traditional norms of human societies in rural China may have changed owing to population expansion, rapid development of the tourism economy and globalization since the 1990s; people from different ethnic groups might adopt cultural traits from outside their group or lose their own culture at different rates. Human behavioural ecology can help to explain adoption of outgroup cultural values. We compared the adoption of four cultural values, specifically speaking outgroup languages\/mother tongue and wearing jeans, in two co-residing ethnic groups, the Mosuo and Han. Both groups are learning outgroup traits, including each other's languages through contact in economic activities, education and kin networks, but only the Mosuo are starting to lose their own language. Males are more likely to adopt outgroup values than females in both groups. Females of the two groups are no different in speaking Mandarin and wearing jeans, whereas males do differ, with Mosuo males being keener to adopt them than Han males. The reason might be that Mosuo men experience more reproductive competition over mates, as Mosuo men have larger reproductive skew than others. Moreover, Mosuo men but not others gain fitness benefits from the adoption of Mandarin (they start reproducing earlier than non-speakers).<\/jats:p>\n                  <jats:p>This article is part of the theme issue \u2018Social norm change: drivers and consequences\u2019.<\/jats:p>","DOI":"10.1098\/rstb.2023.0031","type":"journal-article","created":{"date-parts":[[2024,1,20]],"date-time":"2024-01-20T19:39:33Z","timestamp":1705779573000},"update-policy":"https:\/\/doi.org\/10.1098\/crossmark-policy","source":"Crossref","is-referenced-by-count":7,"title":["Jeans and language: kin networks and reproductive success are associated with the adoption of outgroup norms"],"prefix":"10.1098","volume":"379","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9381-7444","authenticated-orcid":false,"given":"Qiao-Qiao","family":"He","sequence":"first","affiliation":[{"name":"College of Life Science, Shenyang Normal University, Shenyang, Liaoning 110034, People's Republic of China"},{"name":"Key Laboratory of Animal Ecology and Conservation Biology, Institute of Zoology, Chinese Academy of Sciences, Beijing 100101, People's Republic of China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jie-Ru","family":"Yu","sequence":"additional","affiliation":[{"name":"College of Resources and Environmental Sciences, Gansu Agricultural University, Lanzhou 730070, People's Republic of China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Song-Hua","family":"Tang","sequence":"additional","affiliation":[{"name":"Key Laboratory of Animal Ecology and Conservation Biology, Institute of Zoology, Chinese Academy of Sciences, Beijing 100101, People's Republic of China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ming-Yang","family":"Wang","sequence":"additional","affiliation":[{"name":"Key Laboratory of Animal Ecology and Conservation Biology, Institute of Zoology, Chinese Academy of Sciences, Beijing 100101, People's Republic of China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jia-Jia","family":"Wu","sequence":"additional","affiliation":[{"name":"Life Science, Lanzhou University, Tianshui Road, Chengguan Qu, Lanzhou, Gansu Province 730000, People's Republic of China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yuan","family":"Chen","sequence":"additional","affiliation":[{"name":"Department of Anthropology, University College London, London WC1H 0BW, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0749-6614","authenticated-orcid":true,"given":"Yi","family":"Tao","sequence":"additional","affiliation":[{"name":"Key Laboratory of Animal Ecology and Conservation Biology, Institute of Zoology, Chinese Academy of Sciences, Beijing 100101, People's Republic of China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1392-036X","authenticated-orcid":true,"given":"Ting","family":"Ji","sequence":"additional","affiliation":[{"name":"Key Laboratory of Animal Ecology and Conservation Biology, Institute of Zoology, Chinese Academy of Sciences, Beijing 100101, People's Republic of China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6137-7739","authenticated-orcid":true,"given":"Ruth","family":"Mace","sequence":"additional","affiliation":[{"name":"Department of Anthropology, University College London, London WC1H 0BW, UK"},{"name":"IAST, Toulouse School of Economics, Toulouse, Occitanie, 31080, France"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"175","published-online":{"date-parts":[[2024,1,22]]},"reference":[{"key":"e_1_3_8_2_2","doi-asserted-by":"publisher","DOI":"10.1017\/S0140525X10000312"},{"key":"e_1_3_8_3_2","doi-asserted-by":"publisher","DOI":"10.1038\/s41559-021-01604-y"},{"key":"e_1_3_8_4_2","doi-asserted-by":"publisher","DOI":"10.1017\/ehs.2020.26"},{"key":"e_1_3_8_5_2","first-page":"1","article-title":"Cultural extinction in evolutionary perspective","volume":"3","author":"Zhang H","year":"2021","unstructured":"Zhang H, Mace R. 2021 Cultural extinction in evolutionary perspective. 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