Bless her heart: Gossip phrased with concern provides advantages in female intrasexual competition

Although many women report being victimized by gossip, fewer report spreading negative gossip. Female gossipers might be unaware they are gossiping if they disclose such statements out of concern for targets. Four studies (N = 1709) investigated whether women believe their gossip is motivated by concern and whether expressing concern for targets insulates female gossipers against social costs, while simultaneously impairing targets' reputations. Study 1 examined sex differences in gossip motivations. Compared to men, women endorsed stronger concern than harm motivations, especially when gossiping about other women, suggesting these motivations characterize female intrasexual gossip. In Study 2, female gossipers who phrased their negative gossip with concern (versus maliciously or neutrally) were evaluated as more trustworthy and desirable as social and romantic partners. Study 3 replicated the favorable evaluations of concerned female gossipers. Female participants especially disliked malicious female gossipers, suggesting professions of concern might help to avoid women's scorn. Male participants reported lower romantic interest in female gossip targets when they learned concern (versus malicious or no) gossip, suggesting concerned gossip can harm female targets' romantic prospects. Study 4 revealed these patterns extend to face-to-face interactions. A female gossiper was preferred as a social partner when she phrased her gossip with concern versus maliciously. Moreover, concerned gossip harmed perceptions of the female target as effectively as malicious gossip. Altogether, findings suggest that negative gossip delivered with concern effectively harms female targets' reputations, while also protecting gossipers' reputations, indicating a viable strategy in female intrasexual competition.