![[Adobe Stock]](https://sp-ao.shortpixel.ai/client/to_webp,q_glossy,ret_img,w_750,h_375/https://www.psypost.org/wp-content/uploads/2025/10/psychological-growth-750x375.jpg)
New research suggests that the desire for a psychologically rich life, one filled with varied and perspective-altering experiences, is a significant driver behind why people choose activities that are intentionally unpleasant or challenging. The series of studies, published in the journal Psychology & Marketing, indicates that this preference is largely fueled by a motivation for personal growth.
Researchers have long been interested in why people sometimes opt for experiences that are not traditionally pleasurable, such as watching horror movies, eating intensely sour foods, or enduring grueling physical challenges. This behavior, known as counterhedonic consumption, seems to contradict the basic human drive to seek pleasure and avoid pain. While previous explanations have pointed to factors like sensation-seeking or a desire to accumulate a diverse set of life experiences, researchers proposed a new motivational framework to explain this phenomenon.
They theorized that some individuals are driven by a search for psychological richness, a dimension of well-being distinct from happiness or a sense of meaning. A psychologically rich life is characterized by novelty, complexity, and experiences that shift one’s perspective. The researchers hypothesized that this drive could lead people to embrace discomfort, not for the discomfort itself, but for the personal transformation and growth such experiences might offer.
To investigate this idea, the researchers conducted a series of ten studies involving a total of 2,275 participants. In an initial study, participants were presented with a poster for a haunted house pass and asked how likely they would be to try it. They also completed questionnaires measuring their desire for a psychologically rich life, as well as their desire for a happy or meaningful life and their tendency toward sensation-seeking.
The results showed a positive relationship between the search for psychological richness and a preference for the haunted house experience. This connection remained even when accounting for the other factors.
To see if this finding extended beyond fear-based activities, a subsequent study presented participants with a detailed description of an intensely sour chicken dish. Again, individuals who scored higher on the scale for psychological richness expressed a greater likelihood of ordering the dish.
A third study solidified these findings in a choice-based scenario, asking participants to select between a “blissful garden” experience and a “dark maze” designed to be disorienting. Those with a stronger desire for psychological richness were more likely to choose the dark maze, a finding that held even after controlling for general risk-taking tendencies.
Having established a consistent link, the research team sought to determine causality. In another experiment, they temporarily prompted one group of participants to focus on psychological richness by having them write about what it means to make choices based on a desire for interesting and perspective-changing outcomes. A control group wrote about their daily life. Afterward, both groups were asked about their interest in a horror movie streaming service.
The group primed to think about psychological richness showed a significantly higher preference for the service, suggesting that this mindset can directly cause an increased interest in counterhedonic experiences.
The next step was to understand the psychological process behind this link. The researchers proposed that a focus on self-growth was the key mechanism. One study tested this by again presenting the sour food scenario and then asking participants to what extent their choice was motivated by a desire for self-discovery and personal development. A statistical analysis revealed that the desire for self-growth fully explained the connection between a search for psychological richness and the preference for the sour dish.
To ensure self-growth was the primary driver, another study tested it against an alternative explanation: the desire to create profound memories. While a rich life might involve creating interesting stories to tell, the results showed that self-growth was the significant factor explaining the choice for the sour dish, whereas the desire for profound memories was not.
Further strengthening the causal claim, another experiment first manipulated participants’ focus on psychological richness and then measured their self-growth motivation. The results showed that the manipulation increased a focus on self-growth, which in turn increased the preference for the counterhedonic food item.
A final, more nuanced experiment provided further support for the self-growth mechanism. In this study, the researchers manipulated self-growth motivation directly. One group was asked to write about making choices that foster personal growth, while a control group was not. In the control condition, the expected pattern emerged: people higher in the search for psychological richness were more interested in the sour dish.
However, in the group where self-growth was made salient, preferences for the sour dish increased across the board. This effectively reduced the predictive power of a person’s baseline level of psychological richness, indicating that when the need for self-growth is met, the underlying trait becomes less of a deciding factor.
The research has some limitations. Many of the studies relied on hypothetical scenarios and self-reported preferences, which may not perfectly reflect real-world consumer behavior. The researchers suggest that future work could use field experiments to observe actual choices in natural settings. They also note that cultural differences could play a role, as some cultures may place a higher value on experiences of discomfort as a pathway to wisdom or personal development. Exploring these boundary conditions could provide a more complete picture of this motivational system.
The study, “The Allure of Pain: How the Quest for Psychological Richness Drives Counterhedonic Consumption,” was authored by Sarah Su Lin Lee, Ritesh Saini, and Shashi Minchael.
