After marking the dependably hateful haters with a scarlet H, the researchers presented participants with information about a new product: the “Monahan LPI-800 Compact 2/3-Cubic-Foot 700-Watt Microwave Oven.” This elaborately-titled microwave oven does not exist (except in Jack Donaghy's mind), but participants didn't know this, and were given three glowing fake reviews and three dissatisfied fake reviews. While people who more or less liked taxidermy and crossword puzzles also liked the oven, the haters drenched their fake consumer surveys in haterade. They were also more likely to hate on recycling and vaccine shots. (To be fair, it’s hard to be a ray of sunshine when you’ve got the measles.)

Hating isn't an attitude. It's a way of life.