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; Tweney et al ., 2006). Even if one end of the proposed cognitive optimum has only modest psy- chological support, the other tail is indubitable: extremely complex, massively counterintuitive ideas are diffi cult to remember and transmit faithfully. Nev- ertheless, the proposed cognitive optimum theory

In: Journal of Cognition and Culture

). These adaptive and inherent mnemonic advantages attributed to cognitive templates derive from cognitive optimum theory and are fundamental to the original theoretical formulation of the memorability of counterintuitive concepts (Boyer and Ramble, 2001 ; Sperber, 1996 ). This study also hinges on

In: Journal of Cognition and Culture

attributed to cognitive templates derive from cognitive optimum theory and are fundamental to the original theoretical formulation of the memorability of counterintuitive concepts (Boyer & Ramble, 2001; Sperber, 1996). This study also hinges on another key difference between the distinctiveness effect and

In: Journal of Cognition and Culture

optimality theory applied to MCI and intuitive concepts. It was also the fi rst study to attempt to apply, and to successfully apply, cognitive opti- mality theory to epistemic templates – which should not be overshadowed. We hope further theoretical work will highlight the role of epistemically incongruous

In: Journal of Cognition and Culture