“…While this could be considered counter-intuitive given the extant literature suggesting a negativity bias in transmission experiments and cultural artefacts (Bebbington et al, 2016;Brand et al, 2019;Fessler et al, 2014;Morin and Acerbi, 2017), tales of the morally virtuous have also been found to be culturally successful in mythology (Bierlein, 2010). Further, as previously mentioned, analyses of social media show positively valenced content to be more successful than negatively valenced content (Ferrara and Yang, 2015a;Ferrara and Yang, 2015b;Fu et al, 2016), while children display a bias towards receiving and transmitting information portraying their in-group as pro-social (Dunham et al, 2011;Over et al, 2017) and adults display a preference for transmitting positive vignettes over negative ones (van Leeuwen et al, 2018). We therefore suggest that a valence-based transmission bias is dependent on a number of contextual factors that we discuss further in the general discussion.…”