The reverse Benjamin Franklin Effect occurs when a person dislikes someone more after harming or mistreating them. This phenomenon is based on the idea that we justify our negative actions towards another person by further devaluing them in our minds. It's the opposite of the original Benjamin Franklin Effect, where doing a favor for someone leads to increased positive feelings towards them. In this reverse effect, negative actions lead to increasingly negative perceptions, reinforcing a cycle of disfavor and justification.