A type of endorsement (usually done by celebrities) that tricks
people into thinking a celebrity is not being paid to promote or endorse a product/company. A celebrity
may talk down about a company or a company
may even make a publicity stunt to pay the celebrity not to promote their product/company. You think there is no endorsement deal, but in reality, you're being tricked into seeing that product/company's name.
In August 2011, Mike "The Situation" Sorrentino, from
MTV's Jersey Shore, was offered a significant sum of
money by Abercrombie & Fitch Co. to NOT wear A&
F clothes.
Reverse Psychology Endorsement