The Allure of Pain: How the Quest for Psychological Richness Drives Counterhedonic Consumption
研究了追求心理丰富的消费者为何更偏好反享乐消费（如痛苦体验），发现自我成长关注是驱动因素，对理解非享乐消费动机有启示。
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.