It is consistent to assert that with analysis and planning; a campaign, ad, or an advertisement tactic, should be effective, but ¿what if it would be causing an opposite behaviour on the consumer? Research leading to this article, focused on understanding through a documentary review and interviews with experts, the reverse priming effect, which makes such reactions happen. While the tracked literature indicates that phenomenon has not been documented in Latin America, implications of its knowledge to the improvement of effective advertisement campaigns are imminent.