 In contrast, the latter family of approaches attempts to understand social structure by using the tools of economic and evolutionary game theory to understand culture (e.g. Bicchieri 2006, 2016; Guala 2016; O’Connor 2017). Here, norms, behaviors, and social regularities are seen as produced and stabilized by the preferences of individual actors making decisions in a social context of other actors. For example, Richard McElreath, Robert Boyd, and Peter Richerson (2003) have argued that ethnic-group based “markers” (e.g. things like styles of dress or other indicators of membership in an ethnic group) culturally evolved because they allowed actors to differentially interact with those who shared common norms, thus reaping the benefits of coordination and cooperation with greater efficiency.