Competitive gossip: the impact of domain, resource value, resource scarcity and coalitions.

Those with better reputations often obtain more resources than those with poorer reputations. Consequently, gossip might be an evolved strategy to compete for valuable and scarce material and social resources. Influenced by models of non-human primate competition, we test the hypotheses that gossip: (i) targets aspects of reputation relevant to the domain in which the competition is occurring, (ii) increases when contested resources are more valuable, and (iii) increases when resources are scarcer. We then test hypotheses derived from informational warfare theory, which proposes that coalitions strategically collect, analyse and disseminate gossip. Specifically, we test whether: (iv) coalitions deter negative gossip, and (v) whether they increase expectations of reputational harm to competitors. Using experimental methods in a Mechanical Turk sample (n = 600), and survey and ego network analysis methods in a sample of California sorority women (n = 74), we found that gossip content is specific to the context of the competition; that more valuable and scarcer resources cause gossip, particularly negative gossip, to intensify; and that allies deter negative gossip and increase expectations of reputational harm to an adversary. These results support social competition theories of gossip. This article is part of the theme issue 'The language of cooperation: reputation and honest signalling'.

Psychological adaptations for assessing gossip veracity.

Evolutionary models of human cooperation are increasingly emphasizing the role of reputation and the requisite truthful "gossiping" about reputation-relevant behavior. If resources were allocated among individuals according to their reputations, competition for resources via competition for "good" reputations would have created incentives for exaggerated or deceptive gossip about oneself and one's competitors in ancestral societies. Correspondingly, humans should have psychological adaptations to assess gossip veracity. Using social psychological methods, we explored cues of gossip veracity in four experiments. We found that simple reiteration increased gossip veracity, but only for those who found the gossip relatively uninteresting. Multiple sources of gossip increased its veracity, as did the independence of those sources. Information that suggested alternative, benign interpretations of gossip decreased its veracity. Competition between a gossiper and her target decreased gossip veracity. These results provide preliminary evidence for psychological adaptations for assessing gossip veracity, mechanisms that might be used to assess veracity in other domains involving social exchange of information.