" There is an important message here about the power of words, labels, rhetoric, and stereotyped labeling, to be used for good or evil. We need to refashion the childhood rhyme “Sticks and stones may break my bones, but names will never harm me,” to alter the last phrase to “but bad names can kill me, and good ones can comfort me. "

― Philip G. Zimbardo , The Lucifer Effect: Understanding How Good People Turn Evil