Memes and cognitive hardwiring: why are some memes more successful than others?

Abstract

Memes communicate ideas and some memes are more successful at doing this than others. The reason for such success has been hotly debated. It is argued that there is an ontogenetic explanation for meme success in that a feature of the successful meme’s content or message may more readily conform to the mind’s evolved structure. The hardwiring of the mind facilitates learning but some information is often more palatable than others. In a competitive environment where the mind can process only a limited amount of information, information that does not conform to our evolved cognitive structures and the implicit rules under which our minds work best, will be less likely to be accepted. This suggests that we are more susceptible to instinct or hardwired cognitive behaviours than we may like to admit. This has numerous implications for people working in advertising, marketing, and management.