This investigation demonstrates that emotion regulation can be driven by considerations of utility per se. We show that as participants prepared for a negotiation, those who were motivated to confront (vs. collaborate with) another person believed that anger would be more useful to them. However, only participants who were motivated to confront another and expected to receive a monetary reward for their performance (i.e., high utility), were motivated to increase their anger in preparation for the negotiation. Participants who were motivated to confront another but did not expect their performance to be rewarded (i.e., low utility), did not try to increase their anger, even though they expected anger to be useful in the negotiation. Such patterns demonstrate that people are motivated to experience even unpleasant emotions to maximise utility.