Anger as a Hidden Motivator

Abstract

The authors examined whether creating associations between products and anger, a negative but also approach-related emotion, motivates people to get or invest in these products when these products are considered attainable. Experiment 1 demonstrated that participants spontaneously spent more physical effort to get anger-related (compared to neutral) products they could attain as gifts. Experiment 2 showed that participants paid more money for anger-related (compared to neutral) products and thus perceived them as more valuable, regardless of whether the anger–product association was established consciously or unconsciously. Importantly, Experiment 2 also revealed that anger-related products were only perceived as more valuable when they were considered in terms of attainability. The authors conclude that anger can be a hidden motivator: Anger-related products that are perceived in terms of attainability act as rewards that motivate people to obtain these products.