I am not a psychologist, nor am I a philosopher. But I’ve spent a lot of time thinking about the goals we pursue, the things we own, and the items we buy. I find it to be a fascinating study into the human spirit.
There are countless reasons we buy more stuff than we need. Some motivations are pushed upon us by society. But other causes seem to spring from our own internal motivations. Either way, arriving at a healthy understanding of why we buy more than we need is a worthy pursuit.
Which is one reason I find the Diderot Effect to be such an interesting phenomenon. This motivation for overconsumption, originally noted in the 18th Century by a French philosopher named Denis Diderot, is still commonplace among us.
The simplest description of the Diderot Effect is this: “the introduction of a new possession into a consumer’s existence will often result in a process of spiraling consumption.”
In other words, the purchase of one new item often leads to the purchase of another. We can see this play out in small ways:
Last week, my wife took my 9-year old daughter school shopping for the upcoming year. On her shopping list was a new backpack. After viewing her choices, my daughter chose one. But this new backpack does not match the lunch bag she used last year—and so, almost immediately, “new lunch bag” was added to the shopping list, even though her lunch bag from last year still worked just fine.
The introduction of a new item (the backpack) resulted in a desire for further consumption. But this, as I mentioned, is only a small example.
There are more examples of the Diderot Effect all around us:
- We buy a new shirt or dress… and immediately begin looking for new shoes to match, instead of maintaining a minimalist wardrobe.
- We bring home a new couch… and suddenly the end tables in our living room appear old and shabby, in need of replacement.
- We purchase a new car… and soon begin spending money on car washes, more expensive gasoline, or a parking pass.
- We move into a new home… and use the occasion to replace our existing bedroom set with a new one.
In each circumstance, the reality is that we already owned enough shoes and our end tables and bedroom furniture worked just fine before. But because something new had been introduced into our lives, we were immediately drawn into a process of spiraling consumption.
Denis Diderot observed and noted this phenomenon in an essay titled, “Regrets on Parting with My Old Dressing Gown.” In the fictional story, he receives a new, elegant dressing gown from his friend, a kind gesture. However, upon receiving the gown, Denis notices all his other possessions begin to look drab and faded compared to it. He begins replacing them—all of them—even the art on the walls. And by the end of story, Denis notes, “I was absolute master of my old dressing gown, but I have become a slave to my new one.”
In this way, Diderot explains how new consumption often leads to further consumption. But more than that, he argues that we begin identifying with our possessions and search for new things that fit into our specific mold. The purchase of fashion, he would argue, is rarely about the functional use of clothing—it’s not just about finding thread to cover our bodies. Instead, the purchase of clothing (and everything else) represents an opportunity for self-expression.
But for this piece, I am more interested in the idea of over accumulation, how purchases often lead to more, unplanned purchases. Because once you understand the principle, you can begin to break its cycle.
How then might we overcome the Diderot Effect in our lives and resist this pattern of unnecessary consumerism? Let me offer some thoughts:
1. Become aware it is happening. Observe when you are being drawn into spiraling consumption not because you are in actual need of an item, but only because something new has been introduced.
2. Analyze and predict the full cost of future purchases. A store may be having a great sale on a new outfit—but if the new outfit compels you to buy a new pair of shoes or handbag to match, it just became a more expensive purchase than originally assumed.
3. Avoid unnecessary new purchases. Realize the Diderot Effect is a significant force and overcoming it is very difficult. You may avoid replacing those end tables at first, but eventually, at some point down the road, you are going to break down and buy new ones that better match the new couch. There are times when we have a legitimate need to buy new things. But the best way to overcome the Diderot Effect is to never allow it to overpower you in the first place.
4. Remind yourself that possessions do not define you. The abundance of life is not found in the things that you own. Your possessions do not define you or your success—no matter what marketers will try to tell you.
5. Buy things for their usefulness rather than their status. Stop trying to impress others with your stuff and start trying to impress them with your life.
Notice the Diderot Effect in your own life. Soon, as you begin to recognize it around you, it will become one less cause of unnecessary consumerism in your home and wallet (assuming that wallet already matches your handbag).
Angela @ Setting My Intention says
I’ve never heard of this but I see it it in me and others around me. I was just speaking to my 5 year old about wants vs. needs this morning – it’s a good thing for us as adults to remember too!
Victoria says
Great that you’re teaching your 5 year old about want V.S need!
Dawn says
Great post and very helpful tips for minimizing the Diderot Effect!
Kalie @ Pretend to Be Poor says
This post combines the philosophical and practical so well! My husband’s former co-workers used to joke, “Watch out if your wife buys new curtains. Next it’ll be a new couch, then new carpet.” This also reminds me of the phrase “a luxury once sampled becomes a necessity.” It’s good to be aware of this tendency and consciously fight it. For example, when my husband started biking to save money on fuel and exercise, he decided not to invest in special biking clothes or accessories. I think deciding this ahead of time helped him stick to it.
InsiderAccountant says
I agree with your sampling concept – I find that by test-driving a new car people just convince themselves that they need one! It’s much better to just admire the car from a distance and then you won’t know what you’re “missing out on”!
BrownVagabonder says
I had this Diderot effect happen recently when I purchased a bicycle to roam around the streets of downtown Toronto in the summertime. Once, I bought the $100 vintage Raleigh bicycle from Kijiji, I had to go buy a lock for $30, lights for $10 each front and back, a strap to hold down the stuff in the basket for $10, and a backpack so I could carry things around for $30.
Thus, instead of having a cheap $100 bicycle that I could use for occasional trips around the city, I ended up spending twice that amount.
Really interesting post – now that I keep this in mind, I will be more careful about introducing new items of any kind into my life. Thank you!
joanna says
Thanks for your example. It really clarifies this notion that Joshua describes.
Slackerjo says
It’s easy to spend more on accessories for a bike. But in the long run, your investment will pay off.
Kathy from CT says
Great article. Definitely will give me pause when considering a purchase.
Jacoline Steegstra says
Great article. I am already aware of this effect, only didn’t know it actually has someones name attached to it. I found a solution in buyin neutral pieces. A bag that goes with anything. Clothes that combine in different ways etc. But stil a lot of stuff comes with more than planned.
Annie says
I agree. Almost all my pants, skirts, shoes, bags are in black, never have to worry about things matching to look professional enough for work in a conservative industry where appearance matters. This keeps me from needing to buy “extras.” My suits are neutral and the parts can be mixed with other pieces.
I do have a couple of one-offs like silver sandals for dressy occasions, but they are neutral and a classic style so they have lasted years. I even found a matching vintage purse in great condition at a yard sale for $5! I know it sounds like the Diederot effect but I’ve had the bag as long as the shoes and have worn both many, many times. The cost-per-wear makes it worth the money spent.
Joonas says
Haha, I’m the exact same way! All my clothes are black as well. And I even prefer to have them in solid black, not black with some writings/logos on them. That way people will never know whether it’s the same T-shirt as yesterday or a new one. If it’s completely black, there’s no way of telling.
And a few years ago I really fell in love with decluttering and minimalism. My house looks almost like a zen monastery – very few things. So even if I am to move or buy a new bed, there is no need to buy anything else because there is nothing else in my bedroom. I really have no things, so there is no need for dressers or what not. One built-in closet and that’s all I need. :)
Sandra says
I’m with you! I’d never allow a new dress to dictate the need for new shoes. I own four pair of shoes, all in black, with one purse and one tote to match. That comes from working in the NYC area as a professional for many years. The outfits you can get out of one basic black suit with some mix-and-match tops, jackets, and cardigans, and elegant scarves to brighten them up is more than enough for anybody. I just recently extended my extremely minimalist wardrobe for Alaska cruise formal nights by purchasing a $1 fancy tunic top, to go over some black pants, at a thrift store. But I needed some fancy earrings and a bracelet to match! So I made them, and will sell them when I get back.
Kellen says
Yes, I’m down to black, white, and gray. And one pair of black, one of khaki, and two of blue jeans. One black skirt, one gray skirt.
I have hit the point that I am ready to downsize my furniture! I have a six-drawer dresser with 3 1/2 empty drawers! And I don’t miss whatever it was stuffed with! Amazing.
Flor says
I just have one question , why does Diderot own a gown?
Ruth says
Haha!
Naomi Alexander says
Hee hee – dressing gowns are for boys AND girls! What do you Americans call a dressing gown? I love the ‘across the pond’ lost-in-translation for clothing, such as ‘pants’ – to us those are worn next to your nether regions – we call ‘pants’ trousers. And suspenders (to us) are the things that hold your stockings up! :o) Only ladies wear them. We call the mens-trouser-holder-uppers ‘braces’ :o)
Emily says
Bathrobe.
A dressing gown, here, is just for women. But a bathrobe is for anyone.
ren says
I also love reading the comments that contain phrases from other lands…as long as I get the gist and don’t think I spelled that right. Glad to see we all have common goals…
Linda Stoll says
All I can say is that when it comes to our homes, HGTV and Pinterest have ushered the Diderot Effect right to our front doors.
AAGGHH.
Jennie says
I totally agree!
amy says
Soooo true!
j says
Good read. I moved into a new apartment and resisted the urge to deck it out because I’ll never really be there. I work is 100% travel, so honestly the most I’d be there is 2 days a month (very rare, ). I ended up getting an air matress, comfy fold out chair for reading, and some basic kitchen/bathroom supplies. If I end up being able to spend more time there, I’ll get more. It was difficult to look past or put back things I wanted to purchase for the place, but everything I put in my cart I had to justify. Consciousness is important.
Blake says
Joshua,
Great article. It really resonated with me. I’m 24 and I’m already unconcerned with keeping up with the Joneses. I think you said it best when you said, “buy items for their usefulness rather than their status.”
John Costigan says
That’s another great article. I noticed this pattern myself, but didn’t have a name for it.