Briefly Discuss Constructive and Destructive Nature of Negative Emotions

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The Answer is Psychology literature distinguishes three related types of negative moral emotions: anger, contempt, and disgust. Negative moral emotions represent a link between individual's moral standards and moral judgements and can occur individually or jointly. While anger aims to improve the relationship between the attacker and the target (constructive approach), contempt is focusing to destroying the target by the attacker (destructive approach). Therefore, Romani, Grappi, and Bagozzi (2013) hypothesized that in the context of corporate wrongdoings, anger will be associated with so-called constructive punitive actions (e.g., temporary boycotts/buycotts directed at changing corporate practices) while contempt will be associated with destructive punitive actions (e.g., so-called "cancel culture", a modern form of ostracism, directed at harming the corporation by promoting un-following their social media channels and/or permanent avoidance of their products/services). If negative emotions can be used in a constructive way, companies should embrace this opportunity by giving customers the opportunity to express their anger and participate in decision-making process in order to correct companies' behavior. Unfortunately, many companies usually do the opposite and discourage or ignore negative feedback. If consumers' anger is unaddressed, contempt is usually developed, leading to more severe consequences for companies. This can also be applied to social media storms, which can be driven by both anger and contempt. Business leaders should assess the nature of negative emotions expressed during the storm, and by that improve their understanding of the storm's drivers and dynamic.

Briefly Discuss Constructive and Destructive Nature of Negative Emotions

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