Yogyakarta, September 7, 2026—The term “self-reward” has become increasingly synonymous with the lives of Generation Z. Whether after completing a task, getting through an exhausting day, or reaching a milestone, purchasing favorite foods, clothing, skincare products, or long-coveted items is often viewed as a form of rewarding oneself.
However, amidst the ease of shopping via digital platforms, the practice of “self-rewarding” can also pave the way for consumerist behavior and impulsive purchasing. So, is self-rewarding truly a form of self-appreciation, or does it actually drive consumption patterns that jeopardize the financial well-being of young people?
This question became the focus of a Universitas Gadjah Mada (UGM) student team participating in the Student Creativity Program (PKM) within the Social Sciences and Humanities Research (RSH) category. Led by Rodiyyah Nurul Adawiyyah, the team—comprising Anggita Rasya Ananta, Ardhia Revalina Asyifa, Kadja Elyoenai Kale Lado, and Zahrotuz Zakiyah, and supervised by Mashita Phitaloka Fandia Purwaningtyas, S.I.P., M.A.—conducted a study titled “Between Financial Literacy and Impulsive Purchasing: A Study of the Self-Reward Phenomenon Among Generation Z through the Concept of Intertemporal Choice.”
Self-Reward and Gen Z Consumption Habits
For Generation Z, “self-rewarding” is no longer merely a personal way to acknowledge oneself after completing a task or getting through an exhausting day. This practice has evolved into a phenomenon woven into the daily lives of young people, becoming increasingly prevalent in conversations and digital consumption culture. Phrases like “I deserve this” or “I earned this after everything I’ve been through” serve as common justifications for treating oneself.
These rewards take various forms, ranging from purchasing food and beverages, clothes, or personal care products to making unplanned purchases. Research conducted by the UGM PKM-RSH team on 384 Gen Z respondents revealed that 42% chose food or “indulgence” purchases as their form of self-reward, 33.5% opted for tangible goods, and 24.5% chose intangible rewards.
The rise of various digital platforms has made these activities easier than ever. A sudden desire can be instantly translated into a transaction with just a few taps on a screen.
“Generation Z is heavily exposed to social media; consequently, when faced with decision-making situations, they may stray from sound financial principles. Information is readily available today—on platforms like Threads or X, for instance. Even finding information on stocks is easy, yet many act on ‘signals’ without cross-checking and buy immediately. That is why many suffer losses. Such easy access fosters impulsivity because the money doesn’t physically leave one’s hands at the moment of purchase; the immediate sensation of spending cash is absent. When the time comes to actually pay, they are often caught off guard. This highlights the importance of self-control in decision-making,” noted the Yogyakarta Financial Services Authority (OJK) during an in-depth interview.
Surveying Gen Z
This study involved 384 Gen Z respondents using a mixed-methods approach. It examined not only the relationship between financial literacy and consumption behavior but also incorporated “intertemporal choice” as a variable within that relationship.
Simply put, intertemporal choice concerns how an individual weighs the option of obtaining immediate satisfaction against securing greater benefits in the future. For instance, when possessing a sum of money, a person faces a choice: spend it on a desired item today or save it for future needs.
This choice can become increasingly complex when consumption decisions are also influenced by emotional states.
Beyond Financial Literacy
The findings indicate that financial understanding does not automatically enable a person to avoid impulsive consumption behavior. An individual may grasp the importance of budgeting, saving, and distinguishing between needs and wants. However, when faced with the desire for immediate gratification, that knowledge may still contend with other considerations.
In other words, the issue of “self-reward” is not merely a matter of financial literacy; it also hinges on how one decides between immediate satisfaction and future needs.
Self-Reward and Emotional Needs
The team’s research also delved deeper into respondents’ experiences using a qualitative approach. The findings indicate that the practice of self-rewarding is not merely a financial matter but is also linked to how individuals manage and fulfill their emotional needs.
In certain situations, making a purchase can be a way to gain a sense of happiness, relief, or validation after an exhausting day, work-related pressure, or a specific achievement. Emotional needs are increasingly translated into consumption activities: fatigue is “paid off” with a favorite meal, achievements are celebrated with new items, and stress or boredom is met with shopping. Emotions that are inherently personal become commodified, exchangeable for purchasable goods or services.
Is Self-Reward Always Bad?
Rewarding oneself can be part of fulfilling emotional needs. Issues arise, however, when self-rewarding occurs without regard for one’s financial situation or future needs.
Therefore, it is crucial to distinguish between adaptive self-rewarding and self-rewarding that potentially fosters consumptive behavior.
Self-reward does not always have to take the form of consumption. Resting, pursuing a hobby, spending time with loved ones, or engaging in activities that provide emotional satisfaction can also serve as forms of self-reward.
This research aims to ensure that the discussion regarding self-reward among Gen Z goes beyond the individual level. A collective awareness is needed to understand how emotional needs, social environments, and digital media shape the way self-reward is perceived and practiced. Consequently, financial awareness is not a form of restriction, but rather an act of caring for one’s future well-being. Loving oneself also entails taking responsibility for our financial decisions. Let us #ValueYourselfSpendWisely together, starting with self-awareness, because self-love is about providing a sense of security, not merely momentary gratification.