By Michalis A. Michael
Whenever something unexpected happens in life, some of us pause, we look up and we try to figure it out. Especially if you are curious – like good researchers are supposed to be – discovering a paradox can lead to a hypothesis and looking to prove it can be real fun. When we came across the Coca-Cola Superbowl ad paradox, we investigated and analysed it to death. We then started thinking about similar cases that may support our hypothesis i.e negativity brought out by a relative minority, under certain circumstances, may have a positive effect through awakening the majority.