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When suffering hurts more: suffering for material products reduces intrinsic motivation, well-being, and repurchase intention compared to experiences

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  • Errmann, Amy
  • Arango, Luis

Abstract

Suffering (significant effort with negative valence) is increasingly present in consumption, yet little is known about when it undermines motivation or well-being. This paper examines how suffering affects intrinsic motivation, well-being, and repurchase intention, moderated by material and experiential product types. Across four studies, we test whether suffering (vs. control) has differential effects on consumer outcomes. Study 1 (N = 300) shows that suffering reduces well-being in material but not experiential purchases. Studies 2a (N = 429) and 2b (N = 394) replicate this across scenarios, showing that suffering in material contexts lowers well-being and repurchase intention, effects not observed for experiential purchases. Study 3 (N = 487) shows that in material contexts, suffering reduces intrinsic motivation and well-being, thereby decreasing repurchase intention. These findings demonstrate that suffering undermines outcomes in material consumption, while experiential consumption appears insulated. We extend self-determination theory by showing how suffering impacts motivation across consumption types.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003297
    DOI: 10.1016/j.jbusres.2025.115506
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