We are inclined to see psychology as helpful, empathic and warm but there is another side to psychology, and it is called Psych-Ops or Psychological Warfare.
Our armies train psychologists in the dark arts of psychological warfare, but also companies and government departments use the techniques of psychological warfare against competitors, customers and clients.
A favourite technique of psychological warfare is to turn the object against themselves.
So the object of the psychological warfare is provoked to behave rashly, inadvisedly, to break the rules, to put themselves in danger, and to harm themselves.
In psychological warfare this is called trolling.