Five years ago I coached a software development group who absolutely hated one of their members(let's say "Alice") who appeared abusive, condescending, and arrogant -- but was also acknowledged to be the brightest contributor. It was easy to see that Alice desperately needed attention, even negative attention. After understanding the issue better , the team's members decided to praise Alice when she did the "right" things, although it took every fiber of their being to do so, given Alice's previous behavior.
Soon Alice understood what was happening and why: Her fundamental values kicked in, and she became an extraordinary team member and reduced significantly her questionable behaviors. Tthe team itself thrived. But it took the team's trust in each other to create the further level of trust to make this strategem work and to take the team to an extraordinary level of performance.