Models of Identity Signaling

Identity signals inform receivers of a signaler’s membership in a subset of individuals, and in doing so shape cooperation, conflict, and social learning. Understanding the use and consequences of identity signaling is therefore critical for a complete science of collective human behavior. And, as with all complex social systems, this understanding is aided by the use of formal mathematical and computational models. Here I review some formal models of identity signaling. I divide these models into two categories. The first concerns models that assert how identity functions as a signal and test the consequences of those assertions, with a focus on public health behavior and disease transmission. The second concerns models used to understand how identity signals operate strategically in different social environments, with a focus on covert or encrypted communication.

Evidence for a selective link between cooperation and individual recognition

The ability to recognize and discriminate among others is a frequent assumption of models of the evolution of cooperative behavior. At the same time, cooperative behavior has been proposed as a selective agent favoring the evolution of individual recognition abilities. While theory predicts that recognition and cooperation may co-evolve, data linking recognition abilities and cooperative behavior with fitness or evidence of selection are elusive. Here, we provide evidence of a fitness link between individual recognition and cooperation in the paper wasp Polistes fuscatus. Nest founding females in northern populations frequently form cooperative multiple foundress nests and possess highly variable facial patterns that mediate individual recognition. We describe a dearth of cooperative nesting, low phenotypic diversity, and a lack of individual recognition in southern populations. In a common garden experiment, northern co-foundress associations successfully reared offspring while all cooperative southern groups failed to rear any offspring, suggesting a fitness link between individual recognition and successful cooperation. Consistent with a selective link between individual recognition and cooperation, we find that rates of cooperative co-nesting correlate with identity-signaling color pattern diversity across the species’ range. Moreover, genomic evidence of recent positive selection on cognition loci likely to mediate individual recognition is substantially stronger in northern compared to southern P. fuscatus populations. Collectively, these data suggest that individual recognition and cooperative nesting behavior have co-evolved in P. fuscatus because recognition helps mediate conflict among co-nesting foundresses. This work provides evidence of a specific cognitive phenotype under selection because of social interactions, supporting the idea that social behavior can be a key driver of cognitive evolution.

Strategic Identity Signaling in Heterogeneous Networks

Individuals often signal identity information to facilitate assortment with partners who are likely to share norms, values, and goals. However, individuals may also be incentivized to encrypt their identity signals to avoid detection by dissimilar receivers, particularly when such detection is costly. Using mathematical modeling, this idea has previously been formalized into a theory of covert signaling. In this paper, we provide the first empirical test of the theory of covert signaling in the context of political identity signaling surrounding the 2020 U.S. presidential elections. We use novel methods relying on differences in detection between ingroup and outgroup receivers to identify likely covert and overt signals on Twitter. We strengthen our experimental predictions with a new mathematical modeling and examine the usage of selected covert and overt tweets in a behavioral experiment. We find that people strategically adjust their signaling behavior in response to the political constitution of their audiences and the cost of being disliked, in accordance with the formal theory. Our results have implications for our understanding of political communication, social identity, pragmatics, hate speech, and the maintenance of cooperation in diverse populations.

Who sells knowledge online? An exploratory study of knowledge celebrities in China

PurposeThis study explores identity signaling used by an emerging class of knowledge celebrities in China – Knowledge Wanghong – who sell knowledge products on online platforms. Because identity signaling may involve constructing unique online identities and controlling over product-related and seller-related characteristics, the purpose of this study is two-fold: (1) to uncover different online identities of knowledge celebrities; and (2) to examine the extent to which the online identity type is associated with their product-related characteristics, seller-related characteristics and sales performance.Design/methodology/approachA unique data set was collected from a Chinese leading pay-for-knowledge platform – Zhihu – which featured the online profiles of tens of thousands of knowledge celebrities. Online identity types were derived from their self-edited content using Latent Dirichlet Allocation (LDA) topic modeling. Thereafter, their product-related characteristics, seller-related characteristics and respective sales performance were analyzed across different identity types using analysis of variance (ANOVA) and multiple-group linear regression.FindingsKnowledge celebrities are clustered into four distinctive online identities: Mentor, Broker, Storyteller and Geek. Product-related characteristics, sell-related characteristics and sales performance varied across four different identities. Additionally, the online identity type moderated the relationships among their product-related characteristics, sell-related characteristics and sales performance.Originality/valueAs emerging-phenomenon-based research, this study extends related literature by using the notion of identity signaling to analyze a peculiar group of online celebrities who are setting an important trend in the pay-for-knowledge model in China.

Identity signaling, identity reception and the evolution of social recognition in a Neotropical frog

Animals recognize familiar individuals to perform a variety of important social behaviors. Social recognition is often mediated by communication between signalers who produce signals that contain identity information and receivers who categorize these signals based on previous experience. We tested two hypotheses about adaptations in signalers and receivers that enable the evolution of social recognition using two species of closely related territorial poison frogs. Male golden rocket frogs (Anomaloglossus beebei) recognize the advertisement calls of conspecific territory neighbors and display a "dear enemy effect" by responding less aggressively to neighbors than strangers, while male Kai rocket frogs (A. kaiei) do not. Our results did not support the identity signaling hypothesis: both species produced advertisement calls that contain similar amounts of identity information. Our results did support the identity reception hypothesis: both species exhibited habituation of aggression to playbacks simulating the arrival of a new neighbor, but only golden rocket frogs showed renewed aggression when they subsequently heard calls from a different male. These results suggest that an ancestral mechanism of plasticity in aggression common among frogs has been modified through natural selection to be specific to calls of individual males in golden rocket frogs, enabling a social recognition system.

The impact of service category and brand positioning on consumer animosity in the service sector – a social identity signaling perspective

Purpose The present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing strategies that may mitigate such negative impacts on marketers’ product and/or brand performance, with a special focus on the soft service sector. This paper aims to address the unique characteristics of service internationalization, i.e. cultural embeddedness, hybridized country origins and high consumption visibility, by proposing a social identity signaling model to explain consumer animosity effects in the soft service sector. Design/methodology/approach Two surveys (Pretest with 240 participants and Study 1 with 351 participants) and one experiment (Study 2 with 731 participants) were conducted to empirically test our hypotheses in the Japanese-Chinese relationship context. Findings The stronger the national/cultural symbolism and social expressiveness, the stronger the consumer avoidance for the service category. Then the consumer culture positioning strategy that can mitigate an offending country’s cultural symbolism can reduce consumer avoidance. Originality/value This research introduces two factors that could affect the negative social identity signaling capacity of service categories in the animosity context: the national/cultural symbolism reflecting an offending country and the social expressiveness communicating social identity. In line with the social identity signaling perspective, the present research specifically uses consumer avoidance as the dependent variable to capture the notion that consumers avoid consuming services because they wish to avoid being associated with an offending country that may threaten their in-group social identities.