We all know that we shouldn't talk about people behind their backs, but sometimes we just can't help ourselves. Gossip can be a powerful thing and some people use gossip about others to gain positions of power while for others it teaches them about the rules of behaviour in social groups.
Just like the flu, gossiped news can spread through whole communities very quickly. Now researchers have taken a model used to predict the spread of infectious diseases and applied it to the spread of information and it's results are crucial for anyone in marketing.
Gossip – where people talk about and evaluate somebody who isn't there is thought to reinforce and maintain social bonds between individuals. Although it can be malicious at times, gossip can also be good by building stronger friendships through shared likes and dislikes between people.
As a way of demonstrating shared values and discussing the everyday comings and goings of people in our lives, gossip is thought to have been around since the time that humans learned to speak.
You can imagine how gossiping was useful when hunting and foraging meant early humans needed to cooperate and share information.