Beyond Pain: The Impact of Physical Pain on Conformity

ABSTRACT

Physical pain is a pervasive feature of everyday life, yet little is known about how it shapes consumer decision‐making in socially influenced contexts, i.e., consumer decisions that are shaped, at least in part, by information about the preferences, judgments, or behaviors of others. The present research examines whether experiencing physical pain influences consumers' reliance on social proof in choice contexts. Across a pilot field study, one laboratory experiment, and two preregistered online studies, we find evidence that physical pain heightens conformity to majority‐endorsed options, even when the majority option is less desirable. Findings are consistent with the conclusion that pain increases consumers' likelihood of selecting socially validated options. Importantly, this pattern emerged even in a context in which the majority‐endorsed option was objectively less desirable. The discussion outlines possible mechanisms and leaves their empirical adjudication to future research.