According to Science Daily, two academics conducted four different experiements, “and found that publicly blaming others dramatically increases the likelihood that the practice will become viral.”In one example, participants read about California Governor Schwarzenegger blaming special interest groups for the failure of a special election that cost $250. The ones who did so were more likely to blame others for their own unrelated short-comings. In other words an aura of negativity spreads, even if it’s about something completely different.The reason? “It triggers the perception that one’s self-image is under assault and must be protected.” So, “not me, guv!”

via Social Media Today | Research shows how much we love a blamestorm.