Embracing pain in pursuit of growth: a qualitative study of chronically ill patients’ mountain climbing experiences

Recently, experiences that incorporate elements of pain and discomfort alongside pleasure-seeking have received considerable attention in terms of practice and research. This qualitative study delves into this phenomenon by examining the consumption journey of a unique consumer group—chronically ill patients—who intentionally choose mountain climbing as a means of Post Traumatic Growth. Through in-depth interviews and participant observations conducted in France, we explore the multifaceted journey of cancer patients as they navigate pain while engaging in mountain climbing. Our findings shed light on the transformative power of embracing pain within consumption experiences and contribute to the evolving discourse on pain marketing. Three stages of this consumption journey are explored: 1) the pre-encounter stage and the motivations to embark on this experience, reinforced by therapeutic guidance, surrounding support, and personal preparation; 2) the encounter stage and the interplay between physical and psychological conditions in which cognitive, emotional and social resources are at stake; and 3) the post-encounter stage with the lasting impact and consequences of this transformative experience of self-reflection on both individuals and service providers. It clarifies the transformative potential inherent in embracing pain, guiding patients towards personal growth, and empowerment, and the cultivation of meaningful connections with brands aligned with their values.