The rise and fall of an arbitrary tradition: an experiment with wild meerkats.

Humans often follow the choices of others, even when profitable alternatives exist, leading to the maintenance of arbitrary traditions. Arbitrary traditions have also been shown to persist in captive groups of other animals, but it is unclear whether they do so in the wild where there are ample opportunities for exploring alternatives. We conducted the first experiment examining the maintenance of arbitrary traditions in wild mammal groups. We trained 'demonstrators' in seven meerkat groups to obtain rewards from one out of the two distinctive landmarks. Two control groups had no trained demonstrators. Naive individuals initially ignored the landmarks, but were more likely to approach them and obtain rewards following encounters with demonstrators. Individuals in control groups were less likely to obtain rewards. While control groups showed no landmark preference, experimental groups initially preferred the landmark chosen by demonstrators, even though an equally rewarding alternative was nearby, leading to the establishment of local traditions. However, individuals that learned that one landmark was profitable began to explore the other rather than conforming to the majority behaviour, so traditions collapsed over time. This suggests that where conformist tendencies are lacking, the maintenance of traditions in natural populations depends on the relative influence of social and individual learning.