Why do we tend to listen to negativity over positivity?

Why is it, that 100 people can tell you that you are pretty/handsome, but we always tend to listen more to the one who calls us ugly? So much so, we tend to overlook/discredit the opinion those closest to us (i. e. spouses, significant others, friends, family, etc.) While giving more credit to the opinion of those on media (social or otherwise) and random people on the street?
Why do we do this and why is someone else's opinion so important to us? Especially when we let these "opinions", determine our individual self worth.
Why do we tend to listen to negativity over positivity?
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