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Abstract. In this paper the results of several agent-based simulations, aiming to test the role of normative beliefs in the emergence and innovation of social norms, are presented and discussed. Rather than mere behavioral regularities, norms are here seen as behaviors spreading to the extent that and because the corresponding commands and beliefs do spread as well. On the grounds of such a view, the present work will endeavour to show that a sudden external constraint (e.g. a barrier preventing agents from moving among social settings) facilitates norm innovation: under such a condition, agents provided with a module for telling what a norm is can generate new (social) norms by forming new normative beliefs, irrespective of the most frequent actions.

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Human societies are structured by what we refer to as ‘institutions’, which are socially created and culturally inherited proscriptions on behaviour that define roles and set expectations about social interactions. The study of institutions in several social science fields has provided many important insights that have not been fully appreciated in the evolutionary human sciences. However, such research has often lacked a shared understanding of general processes of change that shape institutional diversity across space and time. We argue that evolutionary theory can provide a useful framework for synthesizing information from different disciplines to address issues such as how and why institutions change over time, how institutional rules co-evolve with other culturally inherited traits, and the role that ecological factors might play in shaping institutional diversity. We argue that we can gain important insights by applying cultural evolutionary thinking to the study of institutions, but that we also need to expand and adapt our approaches to better handle the ways that institutions work, and how they might change over time. In this paper, we illustrate our approach by describing macro-scale empirical comparative analyses that demonstrate how evolutionary theory can be used to generate and test hypotheses about the processes that have shaped some of the major patterns we see in institutional diversity over time and across the world today. We then go on to discuss how we might usefully develop micro-scale models of institutional change by adapting concepts from game theory and agent-based modelling. We end by considering current challenges and areas for future research, and the potential implications for other areas of study and real-world applications. This article is part of the theme issue ‘Foundations of cultural evolution’.