Excess individual creativity can be detrimental to society because creators invest in unproven ideas at the expense of propagating proven ones. Moreover, a proportion of individuals can benefit from creativity without being creative themselves by copying creators. We hypothesized that (1) societies increase their rate of cultural evolution by tempering the novelty-generating effects of creativity with the novelty-preserving effects of imitation, and (2) this is carried out by selectively

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... ng and punishing creativity according to the value of the individuals' creative outputs. We tested this using an agent-based model of cultural evolution in which each agent self-regulated its invention-to-imitation ratio as a function of the fitness of its cultural outputs. In self-regulating societies, agents segregated into creators and imitators. The mean fitness of cultural outputs was higher than in non-self-regulating societies, and changes in diversity were rapider and more pronounced. We discuss limitations and possible social implications of our findings.