Happiness cannot be bought at the supermarket, but can be obtained with the right expenditure: donations, experiences and gifts increase well-being. The key? Do it with autonomy, without the pressure of other people’s judgement
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A recent study published in Communications Psychology tried to answer a question that has always obsessed us: Can money really buy happiness? The answer, as often happens, is not so simple. The research has in fact explored the link between daily expenses and emotional well-being, revealing that some consumption choices can make us feel better, but everything depends on the context and on as let’s spend.
Let’s start with a fact: most people believe that money can buy happiness, and many studies confirm this. Experiences, such as concerts, trips or special dinners, tend to make you happier than material possessions. But there’s more. Donating money or giving gifts to others seems to increase our joy much more than personal spending.
There is even a biological explanation: when we donate, especially in public, the ventral striatum, the brain region linked to pleasure and reward, is activated. However, the effects are amplified when we donate privately, because the perception of autonomy plays a crucial role. In short, happiness does not come so much from showing generosity, but from knowing that you have made a conscious and authentic choice.
There is a limit, however. Many studies on happiness and spending have been conducted in so-called WEIRD (Western, Educated, Industrialized, Rich, Democratic) countries.making it difficult to understand whether the findings are applicable globally. The study we are about to examine attempted to overcome this obstacle by involving people from very different economic and cultural backgrounds.
How spending visibility affects well-being
The research involved 200 people from seven countries (Australia, Brazil, Canada, Indonesia, Kenya, the United Kingdom and the United States), selected with a specific requirement: having an active Twitter account and good knowledge of English. Each participant received $10,000, with the task of spending it in three months. But there was one condition: half of the sample had to share their expenses with friends, family and on social media, while the other half had to keep participation confidential.
This approach allowed us to explore a fundamental theme: autonomy. Spending money in public, in fact, does not always generate the same satisfaction as choices made in private, especially when it comes to donations and gifts.
To compare the results, another 100 participants were placed in a control group, without receiving any money. However, they still reported their level of subjective well-being (SWB). Each month, participants detailed their expenditures and their emotional impact, and also filled out spending diaries. Items analyzed included positivity, negativity of emotions and general life satisfaction. Six months later, the researchers assessed the long-term effect of the expenses on well-being.
More happiness with giving, experiences and self-care
The results were surprising. Participants who spent money in ways that brought immediate happiness showed improved well-being up to six months later. Among the expenses that generated the most joy, donations, gifts and experiential activities stand out. Expenses for personal care or education also had a positive impact, but to a lesser extent.
However, Those who donated or gave gifts in public reported lower levels of happiness than those who did so in private. This highlights how important it is to feel free and not influenced by the judgment of others when making decisions.
The cultural differences are also interesting. In high-income countries, people derive more happiness from “buying time” (such as delegating cleaning or reducing stress) and from gifts. In low-income countries, however, happiness is associated with basic expenses, such as debt payments or housing. In other words, the economic context profoundly shapes what makes us happy.
An analysis then divided the participants into five groups, based on the degree of happiness derived from purchases. Those who declared themselves more satisfied with their expenses saw an increase in well-being of 0.78 points, while those who were less satisfied recorded an increase of only 0.31 points. This shows how important it is to make purchases that reflect our deep values and needs.
This study teaches us that money can actually buy happiness, but only if it is spent mindfully. Spending choices must reflect personal priorities, considering the economic and cultural context.
For example, in richer countries, spending on free time or gifts makes the difference, while in emerging economies happiness is linked to essential expenses. At the same time, making donations or gifts is always a gesture that increases satisfaction, but must be accompanied by a sense of autonomy.
Although the results are enlightening, the study has some limitations: the sample is not entirely representative, as it is made up only of Twitter users with good knowledge of English. However, it offers an interesting starting point for future research on a global scale.
