New research by Trevor Foulk, Andrew Woolum, and Amir Erez at the University of Florida takes that same first step in identifying a different kind of contagious menace: rudeness. In a series of studies, Foulk and colleagues demonstrate that being the target of rude behavior, or even simply witnessing rude behavior, induces rudeness. People exposed to rude behavior tend to have concepts associated with rudeness activated in their minds, and consequently may interpret ambiguous but benign behaviors as rude. More significantly, they themselves are more likely to behave rudely toward others, and to evoke hostility, negative affect, and even revenge from others.
The finding that negative behavior can beget negative behavior is not exactly new, as researchers demonstrated decades ago that individuals learn vicariously and will repeat destructive actions. In the now infamous Bobo doll experiment, for example, children who watched an adult strike a Bobo doll with a mallet or yell at it were themselves abusive toward the doll. Similarly, supervisors who believe they are mistreated by managers tend to pass on this mistreatment to their employees.
Previous work on the negative contagion effect, however, has focused primarily on high-intensity behaviors like hitting or abusive supervision that are (thankfully) relatively infrequent in everyday life. In addition, in most previous studies the destructive behavior was modeled by someone with a higher status than the observer. These extreme negative behaviors may thus get repeated because (a) they are quite salient and (b) the observer is consciously and intentionally trying to emulate the behavior of someone with an elevated social status.
Foulk and colleagues wondered about low-intensity negative behaviors, the kind you are likely to encounter in your everyday interactions with coworkers, clients, customers, and peers. We spend far more of our time with coworkers and clients than we do with supervisors, and so their actions, if contagious, are likely to have a much broader effect on us. Evidence for negative contagion among peers and customers might also suggest that there is more than one mode of infection. We are far less likely to intentionally base our behavior on our customers than we are on our bosses, and thus any behavioral contagion observed in these settings is likely driven by unconscious, unintentional processes rather than by purposeful imitation. Perhaps we can “catch” behaviors without even trying.
Foulk’s team first explored whether low-intensity behaviors like rudeness are contagious. In one study, they examined whether observing rude behavior activates concepts related to rudeness. Participants first completed a brief 15 minute survey, and when they were finished, a confederate playing the part of a late participant arrived at the study and asked to be included in the study. In the control condition, the experimenter politely told the late participant that the experiment had already begun and offered to schedule her for another session. In the negative condition, the experimenter rudely berated the late participant and told her to leave. All participants then completed a lexical decision task (LDT) in which they decided as quickly as possible whether strings of letters (e.g., CHIKHEN) formed a word. Critically, some of the LDT words were friendly (e.g., helpful), some were aggressive (e.g., savage), and some were rude (e.g., tactless). Response times to the friendly and aggressive items were similar across conditions, but response times to the rude items were significantly faster for participants in the negative condition relative to the control condition. People who watched a rude interaction had concepts about rudeness active in their mind, and thus were faster to respond to those concepts in the LDT. These findings suggest that exposure to rudeness seems to sensitize us to rude concepts in a way that is not intentional or purposeful, but instead happens automatically.
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