"Cole and Bouba both reacted badly," the Fulham boss said after the 1-1 draw at the Hawthorns in which there was seven bookings and three sendings-off, Baggies full back Neil Clements also being dismissed for brawl with Cole.
"Cole has held his hands up and said that he should not have reacted how he did.
"But when you have been head-butted and stamped on how are you expected to react? He lost his head but why did he lose his head? "I'm not going to fine either of my players. They did react badly but I want players in my side who are fully committed and show desire.
"We'd lost three games coming into this game. That was something new for us and we know that The Hawthorns is always a hard place to come.
"In the end I was disappointed to only get a point as I felt we could have held on for all three." Coleman claimed that ill-feeling had been simmering after Purse had fouled Diop in the first half.
"That was a coward's challenge," he added. "It was the kind of challenge that could break a leg.
"I was a centre-half myself and I was not shy but I never tried to break anyone's leg."