"When you gossip about another person, listeners unconsciously associate you with the characteristics you are describing, ultimately leading to those characteristics' being â€œtransferredâ€ to you. So, say positive and pleasant things about friends and colleagues, and you are seen as a nice person. In contrast, constantly complain about their failings, and people will unconsciously apply the negative traits and incompetence to you."

Source : Richard Wiseman (2009). “59 Seconds: Think a Little, Change a Lot”, p.58, Anchor

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