Perceived social support reduces the pain of spending money

Abstract People experience pain when they spend money. Because previous studies have shown that perceived social support reduces physical pain, this research examined whether perceived social support reduces spending pain. Our studies showed that both real and recalled social support reduced spending pain (Studies 1–3) and that perceived social support reduced the perceived importance of money as a protection mechanism, which in turn reduced spending pain (Studies 1 and 3). Moreover, the pain‐buffering effect of social support was stronger for hedonic purchases than for utilitarian purchases (Study 2). This research broadens our understanding of the factors that enhance consumer experiences and the relationships among love, security, and pain.