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).
Emma says
I really love your blog and so many of your posts really resonate with me. I’m not a minimalist as my children and husband are “collectors” of treasures but I go through, simplify, minimize and de-clutter constantly. We are blessed with family that loves to “give” ;)
I completely agree with this concept. So much so now when we shop for things we NEED, I deliberately look for second hand and have embraced the style of “rustic” and “quirky”. This way nothing looks our of place – its lack of matching make it go together and this helps breaks that cycle for us. I watched my parents feel forced to upgrade constantly so things matched – it just never sat well with me. Even clothing. Keep it simple and it will all tie in!
xx
Jeff says
The same applies to the renewal of old things: I cleaned out my garage in a step towards minimalism and got rid of tons of stuff I hasn’t touched in years. But. …in the process my old hifi and vinyls. Woo-hoo! Then discovered the stylus was broken so I tracked down and bought a new stylus. ..then found the vinyls had some mild and dust on then and tracked down a cleaning kit. ..then read this article. Have only listened to one actual vinyl and lived without this for the past 15 years. What am I doing? Hanging on to the past. Going to let it go. All up for sale on ebay now. Some other sucker can accumulate…thanks for the timely article
pat says
Wow, Diderot sure has this right. I definately will have this in mind, mostly when I shop for groceries. That is my shopping downfall. If i have a meal I know I am making, put all I need on a list, and go to buy the ingredients, I will 9 out of 10 times buy more than I need. Thinking, well, of course we should have desert, maybe an appetizer, and something to drink! I don’t know if its all in the same idea that he is describing, but this sure rings a bell for me.
Anthony Glenn Miller says
Thank you for your thoughtful website. I particularly enjoyed the entry on the Diderot Effect. Friends have invited me to consider assisting others in the art of simplifying their living space based on the way I live and how I’ve assisted friends out of a love of this process. When people are ready for this process, it’s beautiful to see them enter a lifestyle of simplicity that works for them, others, and the environment. What I’ve found daunting is dealing with individuals – and groups – that aren’t ready for the mind-shift that is necessary to let go of unnecessary stuff AND a lifestyle of over-consumption. I’d love to know more regarding your experience of working hands on with others. BTW, a button on your website that would allow us to forward your page or particular article is a helpful feature in helping to spread the word about this excellent site. Peace, tony m.
Catherine says
I wonder if the reverse is also true for those of us still in the stage of decluttering and removing possessions? I recently posted a blog about saying goodbye to my little black dress but I’m now thinking of getting rid of the shoes that went with it, and as for black handbags… If I don’t own anything black in my wardrobe, what do they go with? Thanks for the insights Joshua
Mary Beth says
Great article! Isn’t it interesting – the dressing gown story reminds me of an old episode of “I Love Lucy”, an episode I have often thought back on, ever since seeing it on a late-night re-run, back in high school (many, many years ago)..
Keep in mind I am ‘paraphrasing’ this episode because I haven’t seen it in many, many years. I am going off of memory here…
Lucy has recently acquired a gorgeous fur coat or stole, and is desperate to show it off to the girls at their next bridge tournament or get-together, or whatever. Social gathering. But it’s Lucy’s turn to host the party! She can’t wear the fur coat to her own party, or it will be obvious she is showing off! So she starts working on Ethel to agree to host the next get-together. But Ethel is ashamed/embarrassed by her shabby digs. So Lucy talks Ethel into a quick fixer-upper DIY project, one that results in wet paint, drying fans, and feathers/cushion stuffing flying EVERYWHERE. It is very funny, and classic Lucille Ball.
The episode ends with Ethel feeling very happy with her newly renovated living room – she has gotten ‘new-to-her’ furnishings from Lucy’s place. And Lucy? Lucy is sitting on her new living room couch. Ethel sits down beside her, and asks, “Where is that coat of yours?”
Lucy replies, “We’re sitting on it”.
My memory of this episode, and the Cat in the Hat’s pink bathtub ring, are often the only things standing between me, and a room full of wet paint and flying feathers…
Corbin K. Zahrt says
Perfect timing. Uncannily perfect. I bought a desk two days ago and had built up an Ikea wish list 10 items long. Woke up to this post and thought better than to purchase the items. Thank you.
Monica says
Joshua,
This is excellent! I knew consciously (a little bit), but mostly sub-consciously that this happens. BUT, in identifying and NAMING it – it just became so much easier to see and deal with in the moment that it is actually happening. THANK YOU!
And have you noticed that the reverse is also true. I find it very difficult to start de-cluttering, but once I am really going it just builds on itself and suddenly getting rid of stuff becomes easy – almost too easy, as sometimes I must stop and tell myself “No” because I will only have to go buy another when I need the item or find that I don’t really have enough to adequately do….
Julie @ HappinessSavouredHot says
I read Diderot during my Master’s in French Lit, but had never heard of that! Thank you for sharing.
I face similar challenges with my 9 year-old daughter, but day after day, she learns to focus on the essential. :-)
Lizzie Hough says
Several years ago, my cousin visited a friend of his who was living in Columbia, up in the mountains with a beautiful view. The friend lived minimally but did have some possessions in his small house. There was a Columbian man who help him with his property. When the friend was planning to move, he asked the Columbian if he wanted his kitchen table, since the friend knew that the Columbian has no table and virtually no other furniture in his house. The man said he’d talk it over with his wife.
The next day the Columbian man told my cousin’s friend, “Thank you but, no, we do not want the table. If we have the table, we will need chairs, and table wear and more bowls etc. etc.. It will make life too complicated!” This article reminded me of that story. :)