Happiness for Sale: How Spending on Personal Interests Makes Us Happier

Recent research from the University of Cambridge confirms that happiness can indeed be bought—not directly, but under certain conditions. The study reveals that money spent on items reflecting personal traits significantly boosts one’s happiness.

Recent research from the University of Cambridge confirms that happiness can indeed be bought—not directly, but under certain conditions. The study reveals that money spent on items reflecting personal traits significantly boosts one’s happiness.

The study analyzed the spending habits of 625 participants from the UK over six months. Researchers focused on how individual personality traits influenced consumer behaviors and, consequently, levels of life satisfaction.

Participants were categorized based on five key personality traits:

Openness to experience (openness vs. traditionalism)
Conscientiousness (self-control vs. spontaneity)
Extraversion (in-store shopping vs. online shopping)
Agreeableness (price comparison vs. impulsive purchases)
Neuroticism (calm vs. stress-prone)

It turned out that those who spent money in line with their personality traits felt significantly happier. For example, "conscientious" consumers who invested in health and well-being experienced more satisfaction compared to "spontaneous" shoppers who made impulsive purchases.

Introverts, on the other hand, felt no regret over money spent online, whereas shopping in physical stores was less satisfying for them.

Sandra Matz, one of the study’s authors, explains that money has become an important means of self-expression. This is as crucial for a person as finding a good job or loyal friends who don’t ask for loans.

Therefore, if you aim to increase your happiness, it might be worth spending money on what highlights your uniqueness and personal interests.