“…In sociology, research increasingly demonstrates that the spread of various behaviours, from innovations, to health, and political movements ( Guilbeault et al, 2018 ), follow diverse and more complex learning rules compared to the assumptions of many disease models ( Centola and Macy, 2007 ). In contrast, research in animal systems has rarely explored how the diffusion dynamics of behaviours may be altered by learning rules (but see Nunn et al, 2009 ; Cantor et al, 2021 ; Evans et al, 2020 ; Evans et al, 2021 ), which is somewhat surprising given that previous studies have revealed several social learning strategies in animals that suggest a range of different underlying social learning mechanisms ( Hoppitt and Laland, 2013 ; Kendal et al, 2018 ). For instance, an increasingly reported learning mechanism is conformist learning in which individuals disproportionally adopt the behaviour performed by the majority of their social connections (e.g.…”