They didn't have to go that far. A glance at religions is all they
needed to do. Religion is supported on a foundation of ancient gossip!



http://uk.reuters.com/article/oddlyEnoughNews/idUKL1552064220071015?sp=true

Gossip more powerful than truth, researchers say
Mon Oct 15, 2007 10:01pm BST

By Michael Kahn

LONDON (Reuters) - Gossip is more powerful than truth, a study showed
on Monday, suggesting people believe what they hear through the
grapevine even if they have evidence to the contrary.

Researchers, testing students using a computer game, also found gossip
played an important role when people make decisions, said Ralf
Sommerfeld, an evolutionary biologist at the Max Planck Institute in
Germany, who led the study.

"We show that gossip has a strong influence... even when participants
have access to the original information as well as gossip about the
same information," the researchers wrote in the Proceedings of the
National Academy of Sciences.

"Thus, it is evident that gossip has a strong manipulative potential."

In the study, the researchers gave the students money and allowed them
to give it to others in a series of rounds. The students also wrote
notes about how others played the game that everyone could review.

Students tended to give less money to people described as "nasty
misers" or "scrooges" and more to those depicted as "generous players"
or "social players," Sommerfeld said.

"People only saw the gossip, not the past decisions," he said in a
telephone interview. "People really reacted on it."

The researchers then took the game a step further and showed the
students the actual decisions people had made. But they also supplied
false gossip that contradicted that evidence.

In these cases, the students based their decisions to award money on
the gossip, rather than the hard evidence, showing such information is
a powerful tool, Sommerfeld said.

"Rationally if you know what the people did, you should care, but they
still listened to what others said," he said.

"They even reacted on it if they knew better."

Researchers have long used similar games to study how people cooperate
and the impact of gossip in groups. Scientists define gossip as social
information spread about a person who is not present, Sommerfeld said.

In evolutionary terms, gossip can be an important tool for people to
acquire information about others' reputations or navigate through
social networks at work and in their everyday lives, the study said.

One example could be using gossip to learn that a potential mate had
cheated on others, something which could make that person an
undesirable match, Sommerfeld said.

© Reuters 2006.