The role of positive and negative gossip in promoting prosocial behavior.

Gossip can promote cooperation via reputational concern. However, the relative effectiveness of positive and negative gossip in fostering prosociality has not been examined. The present study explored the influence of positive and negative gossip on prosocial behavior, using an economic game. Supporting previous evidence, it was found that individuals were more prosocial when gossip of any kind was possible, compared to when their behavior was completely anonymous. However, there was no significant difference in the efficiency in promoting cooperation between positive and negative gossip, suggesting that it is reputational concern elicited by gossip per se, rather than its valence, that stimulates prosociality.