The Impact of Negative Gossip on Target and Receiver. A “Big Two” Analysis

Abstract Negative gossip can negatively influence the gossip target as well as the gossip receiver. Building on the “Big Two” of agency and communion and their facets of assertiveness and competence (agency) and warmth and morality (communion), we show in three studies that negative gossip based on these four types of content differentially affect targets’ and receivers’ reactions. Targets’ identity threat was particularly high after negative assertiveness and warmth gossip, their reputation threat and their negative affect were especially high after negative morality gossip. Receivers’ impressions of and negative affect toward the target were most negative after negative morality gossip. Findings are discussed with respect to the Big Two framework and with respect to the target versus receiver perspective in social cognition.