Righteous Indignation: When Anger Consumption Makes You Feel Better

Nira Munichor, Hebrew University, Israel
Yael Steinhart, Tel Aviv University, Israel
Anger is a negative feeling, and people are therefore expected to refrain from consuming anger-eliciting items. However, we show that when people experience a conflict between their personal attitudes and the message conveyed by an item, anger increases that item consumption and improves self-perceptions, sustaining a sense of righteous indignation.
[ to cite ]:
Nira Munichor and Yael Steinhart (2016) ,"Righteous Indignation: When Anger Consumption Makes You Feel Better", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 565-566.