You would most likely want to retain the phase and use this to reconstruct the new bin value. What you're effectively doing is modifying a complex number in polar form, i.e. changing the magnitude but retaining the phase:
mag = sqrt(re^2 + im^2) ; convert re, im to polar (mag, phi)
phi = atan2(im, re)
mag = mag * scale ; apply factor `scale` to magnitude
re = mag * cos(phi) ; convert new mag, phi back to re, im
im = mag * sin(phi)