Gossip: How the Relationship With the Source Shapes the Retransmission of Personal Content

What makes people gossip about others? We propose that personal information retransmission is driven by the sharer’s relationship with the source of the content. We identify four types of relationship with the source varying across mutual dependence and balance, showing that differences in sharing are driven by guilt and arousal.



Citation:

Gaia Giambastiani, Andrea Ordanini, and Joseph Nunes (2018) ,"Gossip: How the Relationship With the Source Shapes the Retransmission of Personal Content", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 561-562.

Authors

Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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