Purchases which match our personality make us happier

Previous research has shown a link between psychological fit and well-being (Assouline & Meir, 1987; Carli et al., 1991; Jokela et al., 2015). In our research, we show that an individuals’ happiness can be increased through the consumption of products that match their psychological characteristics. The graph below shows results from a field experiment we ran. Change in participants’ positive affect as a function of their personality and the type of voucher they were assigned.