The term "rubbing in" is often used in negative connotations, as it is a common expression used to describe someone who is intentionally making another person feel bad or reminding them of their failures or mistakes. There are several synonyms for this phrase, including "gloating," which means to take pleasure in someone else's misfortune, "taunting," which means to provoke or mock, and "jeering," which means to make fun of someone in a cruel or mocking way. Other synonyms include "bragging," "boasting," and "flaunting." While these terms may differ slightly in their connotations, they all share the same purpose of belittling or humiliating another person.