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ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.11 No.6 pp.19-28

Difference of Motive and Coping Strategy between Anger and Sadness

Nak-Hwan CHOI1
* This research was supported by “Research Base Construction Fund Support Program” funded by Jeonbuk National University in 2020.
1 Professor, Department of Business Administration, Jeonbuk National University, Korea. Email:

ⓒ Copyright: The Author(s)
This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
April 21, 2020. May 30, 2020. June 05, 2020


Purpose: Current study aimed at exploring the effects of ambient anger versus sadness on motive type and coping strategy type when consumers make decision. It focused on whether the negative affects of the anger and the sadness differentially induce approach versus avoidance motive at the place of making decision, and also explored the coping strategy differences between the consumers under the anger and those under the sadness, that is, which strategy is more used between problem-focused strategy and affect-focused strategy when they are under each negative affect. Research design, data and methodology: The experimental groups were divided into two types of group such as the anger-felt group and the sadness-felt group. The experiment was performed with the between-subjects design based on the anger and the sadness. Questionnaire data were collected from undergraduate students assigned to each of the anger group and the sadness group operated by the scenario method, and the data were used to verify research hypotheses by t-test. Results: – First, the anger induced the approach motive more rather than the avoidance motive in making decision. Second, to cope the negative affects, consumers under the anger used problem-focused strategy more than affect-focused strategy, while those under the sadness used affectfocused strategy more than problem-focused strategy. Therefore, this article contributes to the theory related to motive and making decision taken place to consumers under ambient negative emotions. Conclusions: Focusing on the results of this study, there could be managerial implications to brand or product marketing managers. Checking which affect consumers previously felt between anger and sadness when they are under negative affects is at issue to the brand or product marketers when they appeal their brand or product to the consumers. The marketers should build and communicate the messages about their product or brand in the respect of the points of showing problem solution or the best way to handle things to appeal the consumers under the anger. And they should develop and communicate the messages about their product or brand emphasizing the aspects of letting consumers‟ sad feelings out somehow or controlling their emotions to the consumers under sadness.

JEL Classification Code: C83, L81, M31, P46.





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