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.

Using aesthetics and self-affirmation to encourage openness to risky (and safe) choices.

Research has shown self-affirmation to be a powerful tool for increasing openness to arguments. However, prior examinations of its effects involved manipulations with limited applicability outside the laboratory. Building on recent work suggesting that choice of highly aesthetic products can be a form of affirmation, we proposed and tested whether merely affiliating people with high aesthetics can affirm their sense of self and thus encourage openness to arguments advocating selection of one option over another.