The study of pure-injectivity is accessed from an alternative point of view. A module M is called pure-subinjective relative to a module N if for every pure extension K of N, every homomorphism N → M can be extended to a homomorphism K → M. The pure-subinjectivity domain of the module M is defined to be the class of modules N such that M is N-pure-subinjective. Basic properties of the notion of pure-subinjectivity are investigated. We obtain characterizations for various types of rings and modules, including absolutely pure (or, FP-injective) modules, von Neumann regular rings and (pure-) semisimple rings in terms of pure-subinjectivity domains. We also consider cotorsion modules, endomorphism rings of certain modules, and, for a module N, (pure) quotients of N-pure-subinjective modules.