Fuelling Anger: How Craving Can Cause You to Lash Out

Anger is a unique negative emotion in the sense that it is driven by approach, not avoidance. Approach tendencies—such as motivation to pursue rewards—often bleed across domains. Our work provides initial evidence that craving is easily transformed into a magnified expression of anger.


Aaron Snyder and Baba Shiv (2014) ,"Fuelling Anger: How Craving Can Cause You to Lash Out", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 811-811.


Aaron Snyder, Stanford Univeristy, USA
Baba Shiv, Stanford University, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More


Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection

Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA

Read More


When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness

Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.