Body-based units of measure in cultural evolution.

Measurement systems are important drivers of cultural and technological evolution. However, the evolution of measurement is still insufficiently understood. Many early standardized measurement systems evolved from body-based units of measure, such as the cubit and fathom, but researchers have rarely studied how or why body-based measurement has been used. We documented body-based units of measure in 186 cultures, illustrating how body-based measurement is an activity common to cultures around the world. Here, we describe the cultural and technological domains these units are used in. We argue that body-based units have had, and may still have, advantages over standardized systems, such as in the design of ergonomic technologies. This helps explain the persistence of body-based measurement centuries after the first standardized measurement systems emerged.