‘I am worthy, I choose happiness’: Do positive affirmations really work? What studies say

Positive affirmations, phrases such as “I am worthy” and “I choose happiness” widely shared and talked about on social media are often promoted as tools for improving wellbeing.These upbeat phrases promise a gradual shift in mindset, suggesting that repeating them consistently over time can significantly improve mood and help a person become healthier and happier. While positive affirmations may offer some psychological benefits, their impact is limited and depends on context, according to a PTI report citing an analysis by a researcher from Australian Catholic University.The idea stems from self-affirmation theory, proposed in the late 1980s by psychologist Claude Steele, which suggests people strive to maintain a self-image of being “adequate” and “worthy”. Experiences such as academic setbacks, workplace mistakes or break-ups can threaten this self-narrative and increase self-criticism, potentially contributing to anxiety or depression.Research indicates that repeating positive statements about oneself can help protect against negative mental health effects and enhance mood and self-worth. A 2025 review analysing 67 studies found affirmations produced a meaningful, though small, improvement in how participants viewed themselves and related to others.Some individual studies suggest benefits in specific settings. For instance, research involving university students linked affirmations to improved overall mental health, while another 2025 study reported women undergoing chemotherapy for breast cancer felt less depressed and drowsy when listening to affirmations alongside music. A separate study found adults with depressive symptoms who wrote personal affirmations twice daily reported higher self-esteem after 15 days, news agency PTI reported.However, evidence is mixed. A frequently cited 2009 study showed mood improvements from repeating affirmations such as “I am a lovable person”, but only among people who already had high self-esteem; those with low self-esteem actually felt worse. More recent studies have struggled to replicate earlier findings, suggesting further research is needed to determine who benefits most.Experts also warn of potential downsides. Overusing affirmations can encourage “toxic positivity” that is suppressing difficult emotions and feeling pressured to simply “reframe” distress. There is also the risk of chasing the short-term pleasure response linked to dopamine, which can create unrealistic expectations of constant positivity.Another concern is that positive self-talk may be unhelpful or even risky in harmful situations, such as abusive relationships, where it could mask real dangers or override instinctive warnings.Recent research suggests the tone of internal dialogue may matter more than how positive it sounds. Approaches that emphasise self-compassion, telling oneself “this is hard” or “anyone would feel this way” can strengthen resilience. Speaking to oneself in the third person can also help create emotional distance and regulate reactions.Speaking to yourself in the third person — for instance, saying “Maddie is furious, but has handled far worse” instead of “I am furious” — can help create psychological distance from your thoughts, a technique sometimes referred to as “non-attachment”. The conclusion, according to the analysis first published by The Conversation, is that no single thinking style works in every situation. Psychological flexibility, regularly asking whether a thought is helpful and choosing the most suitable approach, is more effective than relying solely on upbeat slogans.