Self-Reward as a Pretext for Consumptive Behavior: A Consumer Psychology Literature Review

Abstract

The self-reward phenomenon has become an integral part of everyday life, especially in today's fast-paced and consumption-driven digital era. Giving oneself a reward is often viewed as a healthy way to appreciate personal effort and achievement. However, it may also serve as a justification for unplanned or excessive spending. This study employs a narrative descriptive approach to explore the relationship between self-reward, self-regulation, hedonic consumption, and consumptive behavior by reviewing 15 scholarly articles published between 2015 and 2025. The findings reveal that self-reward plays a dual role: it can promote emotional well-being, yet it may also lead to consumptive behavior when self regulation weakens. Factors such as hedonic motivation, positive emotions, and digital advertising exposure intensify these tendencies, particularly among social media and e-commerce users. Conversely, strong self-regulation enables individuals to manage their emotions and make more thoughtful purchasing decisions. This review highlights the importance of maintaining a balance between emotional needs and self-control in understanding modern consumer behavior.