Errmann, AmyArango, Luis2025-06-302025-06-302025-10Journal of Business Research, ISSN: 0148-2963 (Print), Elsevier BV, 199, 115506-115506. doi: 10.1016/j.jbusres.2025.1155060148-2963http://hdl.handle.net/10292/19413Suffering (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.© 2025 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).http://creativecommons.org/licenses/by/4.0/1505 MarketingMarketing35 Commerce, management, tourism and servicesJournal ArticleOpenAccess10.1016/j.jbusres.2025.115506