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Now, journalists seek to enlist her for the opposite cause.
Celebrity endorsement of the opposite cause is far more common, at least in Scotland.
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The lack of coverage of these responses, when the opposite causes mass outrage, is difficult to understand but unsurprising.
We love our easily cataloged two-syllable catch phrases like "road rage" and "air rage," and we lump them together even though they have nearly opposite causes.
Instead of optimizing users' G1 memory (as advertised), the now suspected malware app is doing the exact opposite – causing lots of Android headaches in the form of memory wipes, contact disappearances, OS crashes, adware, and spam galore.
We have always been temperamentally opposite, causing me to habitually suspend my judgment.
Halo branding obviously works in two directions: While successful positive branding makes the heart aflutter with the heightened belief, "this is what I believe and want and must have," the opposite causes intense dislike and even hatred.
Promoting palliative care and advocating the legalization of voluntary euthanasia and assisted suicide (VE/AS) are generally viewed as opposite causes [ 23].
Evidence that the opposite facts cause reactions in the other direction is also present.
This rivalry also leads some regions to adopt the opposite political cause to that chosen by their rivals.
For some people though, it seems to have the opposite effect, causing them to drive even faster to reach where they're going quicker, not waste time, and live their limited life to the fullest.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com