Well, let me chart it out simply : If you have something you like taken from you, but the captor is deaf to your complaints, you'll complain elsewhere.
The concept here being : If the US state department/BIS/whoever won't consider your plight, maybe your own government will -- and given enough complaints perhaps it will direct their foreign policy to be more in-line with how the rest of the world would like them to play; thus allowing sanctions to be lightened or dropped.
This is essentially the goal behind all sanctioning that isn't directly involved in economic/agricultural/military loss.
The risk , of course, being that it prompts a schism entirely and promotes independence in the sanctioned state, similar to how mcdonalds vs. vkusno & tochka worked out so far.