  Population models have been used to good effect in modeling cultural transmission processes. Evolutionary game theory models are frequently claimed to cover both processes in which strategies are inherited and those in which they are imitated. This application is possible in the absence of any specification of the underlying nature of strategies, for instance, whether they are to be thought of as “things” which are replicated, or whether they are properties or states of the individuals whose strategies they are. This is sometimes referred to as the “epidemiological approach”, though again, the comparison to infection is due to the quantitative tools used in analysis rather than to any presupposition regarding the underlying ontology of cultural transmission (Sperber 1996, Sperber and Hirschfield 2004).