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Context biases result from individuals using clues about the social structure of their population to determine what cultural variants to adopt. This determination is made without reference to the content of the variant. There are two major categories of context biases: model-based biases, and frequency-dependent biases.
Model-based biases result when an individual is biased to choose a particular "cultural model" to imitate. There are four major categories of model-based biases: prestige bias, skill bias, success bias, and similarity bias.<ref name="McElreath" /><ref>{{cite journal |last1=Henrich |first1=Joseph |last2=McElreath |first2=Richard |title=The evolution of cultural evolution |journal=Evolutionary Anthropology: Issues, News, and Reviews |date=January 2003 |volume=12 |issue=3 |pages=123–135 |doi=10.1002/evan.10110 }}</ref> A "prestige bias" results when individuals are more likely to imitate cultural models that are seen as having more [[:wikt:prestige|prestige]]. A measure of prestige could be the amount of deference shown to a potential cultural model by other individuals. A "skill bias" results when individuals can directly observe different cultural models performing a learned skill and are more likely to imitate cultural models that perform better at the specific skill. A "success bias" results from individuals preferentially imitating cultural models that they determine are most generally successful (as opposed to successful at a specific skill as in the skill bias.) A "similarity bias" results when individuals are more likely to imitate cultural models that are perceived as being similar to the individual based on specific traits.
Frequency-dependent biases result when an individual is biased to choose particular cultural variants based on their perceived frequency in the population. The most explored frequency-dependent bias is the "conformity bias." Conformity biases result when individuals attempt to copy the mean or the mode cultural variant in the population. Another possible frequency dependent bias is the "rarity bias." The rarity bias results when individuals preferentially choose cultural variants that are less common in the population. The rarity bias is also sometimes called a "nonconformist" or "anti-conformist" bias.
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