Paying for pain: What motivates tough mudders and other weekend warriors?

(Journal of Consumer Research) Why do people pay for experiences deliberately marketed as painful? According to a new study in the Journal of Consumer Research, consumers will pay big money for extraordinary -- even painful -- experiences to offset the physical malaise resulting from today's sedentary lifestyles.

from EurekAlert! - Social and Behavioral Science http://ift.tt/2mQLt9c