Gossiping about deviance: evidence that deviance spurs the gossip that builds bonds
Peters, K; Jetten, J; Radova, D; et al.Austin, K
Date: 12 September 2017
Article
Journal
Psychological Science
Publisher
SAGE Publications
Publisher DOI
Abstract
We propose that the gossip that is triggered when people witness behaviors that
deviate from social norms builds social bonds. To test this possibility, we exposed
unacquainted student dyads to a short video of everyday campus life that either did or
did not include an incident of negative or positive deviance (dropping or ...
We propose that the gossip that is triggered when people witness behaviors that
deviate from social norms builds social bonds. To test this possibility, we exposed
unacquainted student dyads to a short video of everyday campus life that either did or
did not include an incident of negative or positive deviance (dropping or cleaning
litter). Study 1 showed that participants in the deviance conditions reported having a
greater understanding of campus social norms than those in the control condition;
they also expressed a greater desire to gossip about the video. Study 2 found that,
when given the opportunity, participants did gossip about the deviance and this gossip
was associated with increased norm clarification and (indirectly) social cohesion.
These findings suggest that gossip may be a mechanism through which deviance can
have positive downstream social consequences.
Management
Faculty of Environment, Science and Economy
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