Speaking Ill of Others: When Negatively-Valenced Gossip Fosters Social Connection
We find that sharing negatively-valenced gossip can increase liking and trust of the speaker, because gossip is likely to reveal indiscernible aspects about the target. We also show that positive effects of gossip only occur when it is shared with a recipient and when a recipient agree with the statement.
Alixandra Barasch, Jonathan Zev Berman, and Heeyoung Yoon (2018) ,"Speaking Ill of Others: When Negatively-Valenced Gossip Fosters Social Connection", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 28-32.
Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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