Evil acts and malicious gossip: a multiagent model of the effects of gossip in socially distributed person perception.

Although person perception is central to virtually all human social behavior, it is ordinarily studied in isolated individual perceivers. Conceptualizing it as a socially distributed process opens up a variety of novel issues, which have been addressed in scattered literatures mostly outside of social psychology. This article examines some of these issues using a series of multiagent models. Perceivers can use gossip (information from others about social targets) to improve their ability to detect targets who perform rare negative behaviors. The model suggests that they can simultaneously protect themselves against being influenced by malicious gossip intended to defame specific targets. They can balance these potentially conflicting goals by using specific strategies including disregarding gossip that differs from a personally obtained impression. Multiagent modeling demonstrates the outcomes produced by different combinations of assumptions about gossip, and suggests directions for further research and theoretical development.