Spotlight by Lindhagen: Psychology of Negative Press - The Attraction of Scandal and Its Use in Marketing

We might say we dislike bad news, but the reality suggests otherwise. Scandals, crises, and controversies are headline staples for a reason: they capture our attention, evoke strong emotions, and keep us engaged. Whether it involves a celebrity's downfall, a corporate crisis, or a brand facing cancellation, negative press is undeniably addictive—and the media certainly understands this attraction.

The Science Behind Why We Love Bad News

Our obsession with negative press isn’t just a modern media phenomenon. Apparently, it’s wired into our brains. Studies in neuroscience and psychology show that humans have a negativity bias, meaning we react more strongly to negative information than positive. It’s a survival mechanism. Our ancestors who paid more attention to threats, danger, and conflict were more likely to survive. Fast forward to today, and that same instinct keeps us glued to outrage headlines and shocking scandals.

According to a recent Psychology Today article, bad news captures our attention because it elicits fear, anger, or moral outrage - all emotions that make us feel more engaged. The more emotionally charged the content, the more we share, discuss, and interact with it. This is why news cycles seem overloaded with disasters, scandals, and corporate failures - simply because they sell well. From a marketing perspective, this presents both a challenge and an opportunity.

How Brands Turn Bad News into Marketing Gold

Frankly, not all brands fear bad news. Some use it strategically to boost engagement, stay relevant, or even position themselves as rebellious outsiders. Here are a few ways brands are using negativity for their own benefit:

1. The “Villain” Strategy - Owning the Hate Some brands lean into their bad reputation on purpose. Take Ryan Air, Europe’s infamously cheap, no-frills airline. Instead of apologizing for bad service, they mock complaints and embrace their ruthless efficiency, turning customer outrage into viral marketing. Their sarcastic social media presence makes them seem self-aware and ironically “cool” for not pretending to be something they’re not. Or look at Crocs. Once ridiculed as the ugliest shoe on the market, suitable only for kids and nurses. The brand embraced its "so ugly it’s cool" identity and turned it into a billion-dollar business. Sometimes, leaning into negativity can make a brand iconic.
2. The “Scandal as Marketing” Playbook Brands sometimes engineer outrage to fuel conversation. Balenciaga, Diesel, and even Nike have launched campaigns that intentionally push social or cultural boundaries, sparking controversy and dominating headlines for weeks. Nike’s campaign featuring Colin Kaepernick, the NFL player known for kneeling during the national anthem, caused massive backlash but also led to a 31% sales increase. Because while some customers threw away their Nike shoes in protest, others rushed to support the brand, proving that controversy can be a strategic (and profitable) risk.
3. Crisis Management - Flipping the Narrative When bad press happens organically, smart brands don’t panic - they own the story and use it as a rebranding opportunity. Take Domino’s Pizza, which faced years of criticism over the taste and quality of its food. Instead of ignoring the negativity, they built an entire marketing campaign around admitting their flaws and showing how they improved. It resulted in a complete brand turnaround and a massive sales boost. Similarly, KFC’s legendary response to a chicken shortage in the UK, where they ran an ad replacing their name with “FCK” in a clever apology, turned what could have been a PR disaster into a viral win.

So, Should Brands Fear or Embrace Bad Press?

It depends. Not all bad press is created equal. Some scandals destroy reputations, while others boost engagement and reinforce brand identity. The key is knowing when to control the narrative and boost or decrease controversy.

For brands strategizing to stay relevant in our fast-paced media environment, understanding the psychology of bad news is crucial. Whether it's avoiding common mistakes, transforming a crisis into a strategic advantage, or using controversy for marketing success, knowing how to manage negative press can serve as a significant advantage. At Lindhagen Studio, we're here to help you navigate these challenges and turn them into opportunities for your brand. If you're ready to develop a proactive strategy for today's unpredictable media landscape, let's contact.