Parochial cooperation and the emergence of signalling norms

Why do people adorn themselves with elaborate body piercings or tattoos, wear obstructing garbs, engage in life-threatening competitions and other wasteful and harmful but socially stipulated practices? Norms of cooperation and coordination, which promote the efficient attainment of collective benefits, can be explained by theories of collective action. However, social norms prescribing wasteful and harmful behaviours have eluded such explanations. We argue that signalling theory constitutes the basis for the understanding of the emergence of such norms, which we call signalling norms. Signalling norms emerge as a result of the uncertainty about who is a friend and who is a foe. The need to overcome this uncertainty arises when different groups compete for scarce resources and individuals must be able to identify, trust and cooperate with their fellow group members. After reviewing the mechanisms that explain the emergence of cooperation and coordination norms, we introduce the notion of signalling norms as markers of group distinction. We argue that adherence to signalling norms constitutes a commitment promoting parochial cooperation rather than a quality-revealing signal facilitating partner choice. We formalize our argument in a game-theoretic model that allows us to specify the boundary conditions for the emergence of signalling norms. Our paper concludes with a discussion of potential applications of our model and a comparison of signalling norms with related concepts. This article is part of the theme issue 'The language of cooperation: reputation and honest signalling'.