Comment by somenameforme

It's not a negative emotion at all. It makes me feel great! I fully realize that many people won't do this, so it's not like I'm expecting my little 'mini boycotts' to have any meaningful material impact on the people engaging in dubious business practices. I do it because it makes me feel good. The fact that it's overall a good thing for society, even better if more people did it, is just a pleasant side effect.