Pain exchange consumption: An exploration of taking risks to avoid the pain of paying

Consumers often seek to avoid pain, but little is known about what happens when they face two psychologically painful options. This research introduces the concept of pain exchange consumption by using detailed qualitative data to explore how consumers who live along the Texas-Mexico border decide whether to avoid the pain of paying for healthcare in the United States by obtaining it in Mexico, risking personal safety. We investigate how experiences of different types of pain lead consumers to utilize the Mexican healthcare market alongside their health insurance coverage in the U.S. Border crossers take risks to avoid financial losses. When faced with two undesirable options in healthcare, consumers experience psychological conflict. They often resolve this conflict by focusing on the positive outcomes of their choice and certain aspects of the servicescape, viewing the care and medication of the chosen option as superior to the alternative, even when it is objectively equivalent.