| Summary: | For small-scale societies, transitions from self-sufficiency to cash-based labor in market economies have been associated with the exacerbation of existing, and the emergence of new, social incongruities. Social incongruity occurs when two or more of a person's status determinants (e.g. age, gender, wealth) conflict, resulting in reduced social status. A central focus of theory and research on social incongruity is the relationship between the cultural prototype of what is needed to live a good life-or lifestyle-and status determinants. Assessment of status determinants is challenging because of their relative nature at multiple levels of analysis. This study uses theory and methods from cognitive anthropology to investigate whether and how individual knowledge of a cultural lifestyle prototype conflicts with status determinants at two levels of economic transition among 101 adults from a small-scale society of forager-horticulturalists in Bolivian Amazonia, the Tsimane'. Results support cultural consensus in a 38-item model labeled market lifestyle (explaining 72.7% of sample variance). While the model includes both overlapping traditional (e.g. weaving) and market-related (e.g. education) items and behaviors, most market alternatives were rated higher. When market lifestyle was tested for social incongruity against other status determinants, only gender predicted variation. Thematically, when lifestyle was stratified by gender, men rated several items of relational wealth higher than women did. Analysis of model residual agreement revealed heterogeneity in the form of a syncretic lifestyle model (explaining 18.2% of additional variance). Participants whose knowledge better matched syncretic lifestyle rated traditional items and market alternatives closer to parity. Agreement with the syncretic model correlated with lower material wealth and less market integration. In sum, the findings document a modern, market-oriented form of Tsimane' lifestyle that varies ontologically from past modelling and ethnographic accounts in preferred forms of livelihood and wealth.
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