When do gossip receivers assess negative gossip as justifiable? A goal framing approach.

Negative gossip is a double-edged sword, which can harm group members but also protect them from harmful others. Current theory proposes that gossip receivers assess gossipers' selfish and prosocial intentions based on different social cues, to determine whether the negative gossip behavior is morally justifiable. However, assessing gossipers' moral intentions does not fully clarify when and how justifiability of negative gossip is assessed by receivers. Using goal framing theory, I propose a parsimonious way of understanding when gossip receivers will be interested in determining whether sharing the negative gossip was justifiable, and how they assess justifiability. In line with predictions, results of two scenario experiments showed that in a hedonic and gain goal frame gossip justifiability was similar to a baseline level, suggesting that receivers had no particular concerns regarding gossip justifiability. However, in a normative frame receivers assessed negative gossip to be less justifiable when social cues indicated that the gossiper was motivated to harm others for self-interest compared to when such cues were absent (Study 1). In Study 2, gossip was more justified when social cues indicated that that the target broke the salient social norm and signaled that the gossiper has low motivation to harm. Moreover, in a normative frame, participants were more interested in further establishing gossip truthfulness compared to participants in a gain, hedonic, or control condition in Study 1, and in a hedonic condition in Study 2. These results show that individuals' goal frame determine their interest in gossip justifiability and how they assess it. This may help solve the paradox of negative gossip by drawing from goal framing theory to understand individuals can be avid gossip consumers, while holding widely disapproving attitudes towards this behavior.