Why the drive: The utilitarian and hedonic benefits of self-expression through consumption.

In response to a recent call to better understand the drivers of self-expressive consumption; this review examines the latest relevant research to identify two broad classes of benefits of self-expressive consumption. First are utilitarian benefits that result from cognitively-driven self-expressions intended to fulfill a consumer's need to create and maintain a self-identity. Second are hedonic benefits that result from the mere act of self-expression and make the consumption experience more fun and pleasurable. This discussion reflects a recent shift in how researchers conceptualize self-expression, from a behavioral mechanism to a basic human need. Moreover, the review highlights findings on various new forms of self-expressive consumption that now occur in the modern marketplace. This review thus offers insights into the positive elements of self-expressive consumption.