Enjoying your cultural cheesecake: Why believers are sincere and shamans are not charlatans.

Cultural evolution explains not just when people tend to develop superstitions, but also what forms these beliefs take. Beliefs that are more resilient in the face of apparent refutations and more susceptible to occasional confirmation stand a greater chance of cultural success. This argument helps to dispel the impression that shamans are mere charlatans and believers are "faking it."