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.



Citation:

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.

Authors

Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More

Featured

Stigma at Every Turn: Exploring Bi+ Consumer Experiences

Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln

Read More

Featured

Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.