REPORT
Jan 15, 2015
Is there an art to pissing people off?

According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?

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Scope

“Don’t message me if: Bacon is important to you… You think world peace is an actual goal of some sort… You use sex as currency in a relationship … You believe everyone is entitled to their opinion, no matter how inane … Four out of five of your photos are of you at weddings … You read Vice.” [1] And the list goes on. This isn’t a joke; it’s taken from an actual profile on OKCupid.