The Importance of Norm Violation and Relevance for Gossip Appreciation

Social grooming theory posits that relevance is a key feature of gossip whereas prosocial gossip theory emphasizes norm violations. To determine which theory better captures participants’ perceptions of gossip compared to non-gossip, 197 participants viewed 16 videos that varied by statement type (gossip vs. target-present), relevance (relevant vs. irrelevant), and violation (violates norms vs. does not violate norms). Participants rated each speaker’s intention on four social functions: usefulness, relationship building, entertaining, and influence. They also rated the speaker’s attitude and perceived severity. In support of the social grooming and prosocial gossip theories, relevant statements containing norm violations were rated as better serving the social functions. However, only strengthening relationships was improved by gossiping. The speaker’s attitude was also rated more positively for gossip statements. Our findings support both the social grooming and prosocial gossip theories, demonstrating that people view gossip more favourably when it is relevant and includes norm violations.