Why do we actively seek out content that makes us angry? In this episode, Colin Shaw and Professor Ryan Hamilton explore the idea of consuming anger as an emotional experience. From doomscrolling and rage-bait headlines to viral customer complaints and outrage-driven media, they unpack why anger is such a powerful, bonding, and profitable emotion — and what this means for Customer Experience.
Best Quote from the Episode
“Sometimes people don’t just experience anger — they actively consume it, because it makes them feel alive.”
Professor Ryan Hamilton
Key Takeaways
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Anger is not just a reaction — it’s often a deliberate emotional choice
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People consume negative emotions (anger, fear, disgust, sadness) because emotion beats boredom
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Rage-bait content works because it delivers safe emotional arousal with no personal risk
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Brands can unintentionally create rage bait, losing control of the narrative
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There may be no emotion that can’t be monetized — but that raises ethical questions
Resources Mentioned
Overton’s window – https://www.youtube.com/watch?v=FMU0w4MP8Dc&t=5s
Colin Shaw – https://www.linkedin.com/in/colinrjshaw/
Professor Ryan Hamilton – http://linkedin.com/in/ryan-hamilton-49b3321
About the Hosts:
Colin Shaw is a LinkedIn ‘Top Voice’ with a massive 286,000 followers and 87,000 subscribers to his ‘Why Customers Buy’ newsletter. Shaw is named one of the world’s ‘Top 150 Business Influencers’ by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast ‘The Intuitive Customer‘—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.
Ryan Hamilton is a Professor of Marketing at Emory University’s Goizueta Business School and co-author of ‘The Intuitive Customer’ book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants’ “World’s Best 40 B-School Profs Under 40.” His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called “The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things” Harvard Business Press Follow Ryan on LinkedIn.
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