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* to lower the chances of being socially excluded for violating the norms and evade shaming (especially when one is vulnerable/[[dominance hierarchy|low status]] or has violated the norm or a tendency to do so), | * to lower the chances of being socially excluded for violating the norms and evade shaming (especially when one is vulnerable/[[dominance hierarchy|low status]] or has violated the norm or a tendency to do so), | ||
* to elevate one's status by appearing virtuous, or | * to elevate one's status by appearing virtuous, or | ||
* to put somebody down. | * to put somebody down ([[intrasexual competition]]). | ||
Either way it is conductive to [[reproductive success]], explaining why humans do it. | Either way it is conductive to [[reproductive success]], explaining why humans do it. |