Ordinarily we think of gossip and rumor-spreading as a
negative network of lies and false assumptions that destroys reputations and
ruins careers, but did you know that you can use gossip to your advantage when
trying to create rapport and build trust with someone? Yes, its true. Use that
very same negative network to make yourself appear more likable to another
person.
The Underlying Psychological Mechanisms
Involved

The American Psychologist Abraham Maslow came up with a
5-layered system of human needs that motivates people in life. One of those
layers of need is the need for self-esteem and the sense of belonging. As human
beings, we not only need to feel good about ourselves, but we also require
confirmation and feedback from others on how they perceive us. Negative feedback
poses a risk to our own self-esteem and therefore it creates conflict because we
strive to protect our self-esteem.
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