Do positive affirmations really work? What the evidence shows

What are positive affirmations?

Psychologist Claude Steele proposed self-affirmation theory in the late 1980s. It suggests that people have a strong need to see themselves as worthy and capable.

That sense of self can be shaken by painful experiences such as failing an exam, making a mistake at work or going through a breakup. People may become more self-critical, which can contribute to anxiety, depression and other mental health problems.

Positive affirmations are intended to protect against this by reinforcing a person's sense of self-worth.

Do they actually work?

Research suggests positive affirmations can help, but their effects are generally small and vary from person to person.

A 2025 review of 67 studies found that affirmations had a modest positive effect on self-image and relationships. Other recent studies have linked them to better self-esteem and mental health in some groups, including university students and people experiencing depression symptoms. But the evidence is mixed.

A 2009 study found affirmations improved mood among people with high self-esteem, while those with low self-esteem felt worse.

Some later research has failed to reproduce these results, so it remains unclear who benefits most and in what situations.

When positivity can become harmful

One risk is toxic positivity, when people feel pressured to suppress or deny difficult emotions. If someone is struggling, being told to simply “think positively” can leave them feeling ashamed when they cannot do so and may even discourage them from seeking help.

There is also a risk of using positive feelings as a constant goal. Affirmations may provide a temporary sense of reward, but trying to feel good all the time is unrealistic and can lead to constantly seeking another emotional boost.

Positive self-talk can also be unhelpful in genuinely unsafe situations. For example, someone in an abusive relationship could focus so much on staying positive that they overlook warning signs or ignore their own instincts.

What may work better?

Research suggests that the way people talk to themselves may matter more than simply making their thoughts positive.

One useful approach is self-compassion. Instead of forcing yourself to think positively after a difficult experience, acknowledge what you are going through. Saying “this is hard” or “anyone would feel this way” can be more helpful than repeating an upbeat slogan. Treating yourself as you would treat a good friend can help build resilience.

Another approach is creating some distance from your emotions. Talking about yourself in the third person, such as “Maddie is furious, but she has handled worse,” instead of “I am furious,” can help you step back from your thoughts and observe them rather than immediately react.

Earlier, Qazinform News Agency reported on how to stay focused and what scientists say really works.