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Pain (and pleasure) in marketing and consumption: An integrative literature review and directions for future research

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  • Kastanakis, Minas N.
  • Magrizos, Solon
  • Kampouri, Katerina

Abstract

This study provides a first-of-its-kind interdisciplinary integrative literature review on pain, including several potential manifestations of relevance to everyday life and consumption. Importantly, it explores pain’s symbiotic relationship to pleasure, especially in the context of various marketing and consumption experiences. This research draws from a vast array of disciplines, including psychology, sociology, biology, neuroscience, medicine, business, and marketing, to identify definitional issues of pain, uncover the processes and underlying sources and determinants, and explore various forms in which consumers approach, consume, and experience pain. The study offers novel theoretical insights and concludes with future research directions, as well as relevant managerially important lessons, on the intersection of pain, pleasure, and consumption.

Suggested Citation

  • Kastanakis, Minas N. & Magrizos, Solon & Kampouri, Katerina, 2022. "Pain (and pleasure) in marketing and consumption: An integrative literature review and directions for future research," Journal of Business Research, Elsevier, vol. 140(C), pages 189-201.
    • Handle: RePEc:eee:jbrese:v:140:y:2022:i:c:p:189-201
    DOI: 10.1016/j.jbusres.2021.11.071
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    Cited by:

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    5. Minas N. Kastanakis & Katerina Kampouri & Christian Linder & Michael Christofi & Alfredo Massis, 2025. "Linking biases and paradoxes in the family entrepreneurship context: an integrative framework for future research," Small Business Economics, Springer, vol. 64(3), pages 935-956, March.
    6. Khalid, Adeel & Usman, Muhammad & Bani-Melhem, Shaker & Zahoor, Nadia & Palmucci, Dario Natale & Christofi, Michael, 2025. "Reducing feelings of xenophobia through cognitive effort: The role of market knowledge, collaborative consumption behavior, and affinity for technology interaction," Journal of Business Research, Elsevier, vol. 199(C).
    7. Errmann, Amy & Arango, Luis, 2025. "When suffering hurts more: suffering for material products reduces intrinsic motivation, well-being, and repurchase intention compared to experiences," Journal of Business Research, Elsevier, vol. 199(C).
    8. Hass, Danielle & Jahari, Siti Aqilah & Hass, Ashley & Tanner, Emily C., 2025. "The Collector’s Dilemma: Navigating pleasure and pain in brand communities amidst speculating behavior," Journal of Business Research, Elsevier, vol. 198(C).
    9. Vessal, Saeedeh Rezaee & Partouche-Sebban, Judith & Toledano, Alain & Bernhard, Fabian & Schiavone, Francesco, 2025. "Embracing pain in pursuit of growth: a qualitative study of chronically ill patients’ mountain climbing experiences," Journal of Business Research, Elsevier, vol. 199(C).
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    11. Popovich, Deidre & Trussell, Mikaela & Frias, Kellilynn M., 2025. "Pain exchange consumption: An exploration of taking risks to avoid the pain of paying," Journal of Business Research, Elsevier, vol. 197(C).

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