"It's a paradox that most parents would never let their children associate with an undesirable person in their neighborhood, but many think nothing of letting them associate with the same type every day on TV."

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When you gossip about another person, listeners unconsciously associate you with the characteristics you are describing, ultimately leading to those characteristics' being “transferred” 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.

— Richard Wiseman