This is hilarious in a “laughing to keep from crying” kind of way:
People who refuse the “treatment” of a feedback nudge or do the opposite of what the nudge is meant to encourage are known in the literature as “defiers” (Freedman 2006). But there are few specific examples of what motivates the defiers. We argue that political ideology may provide one explanation; an energy-conservation nudge may be ignored by conservative Republicans. Some may increase their consumption as they learn that their past consumption was “low” relative to others…Others may feel active anger at receiving the nudge.
That is, a nudge in the opposite direction.
Psychology and cognitive science are evolving quickly. Perhaps not as quickly as the cultural practices that exploit our mental capacities but then these trades (advertising, entertainment, propaganda) contribute greatly to what we know about our minds.
Related: this post on the anger in recent American politics.