The Allure of Pain: How the Quest for Psychological Richness Drives Counterhedonic Consumption

ABSTRACT This research investigates the impact of consumers' search for psychological richness on their preference for counterhedonic consumption. Psychological richness involves the pursuit of complex and perspective‐changing experiences. Across ten studies ( n = 2, 275) spanning four distinct consumption contexts, using both measurement and manipulation of the key independent variable, we demonstrate that consumers seeking psychological richness exhibit a stronger preference for counterhedonic consumption driven by a heightened focus on self‐growth. Our findings extend the theoretical understanding of consumer motivations by highlighting psychological richness as a distinct and powerful factor in consumption decisions.