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).
Shadlyn says
Another way to combat the effect is to have a clear vision for what you want and a good handle on your style.
We recently bought a new house, and while we *have* bought a whole lot of new stuff to go into it, most of the things we already had still work with the new items, visually. Part of it is that I have a very simple, classic style so things don’t go out of fashion as easily…but part of it is that I *have* a defined style, so my furniture is already chosen with dark woods and clean lines. When the new coffee table arrives, it fits right in.
I try to limit my purchases, but my other goal is when I do purchase something I want it to be *right.*
VikkiD says
This post arrived in my inbox at just the right time…recently I realized my all digital planning and organization method wasn’t working for me. I decided to try a hybrid digital/paper method so I bought a cheap notebook, grabbed a pen from my desk, and started a Bullet Journal. Then I decided to watch some You Tube videos to see what everyone else was doing. Well. Not only was my notebook and pen all wrong, but suddenly I absolutely “needed” colored pens, highlighters, stickers, and washi tape. Off to many stores I went. Don’t ask how much I spent. I was about to order yet another “better” journal when I read this post, came to my senses, and clicked Delete on my online order. So thank you. Your timing is impeccable ?
Mark says
Not 100% sure this is related, but my current bugaboo is buying a new couch. All (and I mean all) of our pieces of furniture are hand-me-downs. Do they work? Yup. Anything inherently wrong with them? Nope. And yet because they were never bought to fit in our space, they fit poorly, look awful, and make me feel bad because they were never my choice. So I want to get a couch that’ll work for my wife and I, that looks good in the room where we spend most of our free time together. That means buying something for which we clearly have no *need*. So, back and forth I go in my mind… Maybe that couch is the ‘first thing’. I dunno. It’s sort of frustrating.
VikkiD says
Buy the couch. Maybe pass on the coordinating pillows, throw, and area rug…
Kellen says
You should buy the couch, you know what you want to make you happy, I don’t feel minimalism should intrude on your wanting to improve your quality of life with a new couch.
I’ve begun to rethink my entire house and how it looks now that I’m embracing minimalism. Example, I want to get rid of all the bookshelves, they are dark and heavy oak (some are built-in and can’t be moved, obviously) and I want to free up those spaces with lighter pieces. That means buying new pieces. Whether they are “vintage,” “found,” “repurposed,” or purchased new, I have no idea yet. I want to first get rid of my enormous bookshelves then live with the space empty and see how I feel.
You know what you need and want and know it will improve your quality of life – go for it.
Nicejoy says
What you feel like buying/needed/must have are mostly as result of an unconscious framework built by the consumerism experts.
Research after research proves that excessive material possessions after the basic needs are met don’t improve your quality of life or happiness.
It is hard to think that way because our minds are so much exposed to all kids of adds and commercials all the time.
The whole world is trying to find a market in in USA.
It is not our fault but it is a dangerous trend.
I am a becoming minimalist for more than a year and I am slowly learning to identify and jump over the hurdles created buy the marketing experts.
My life is better now.
Kellen says
I’m also not interested in having a completely empty house. That does nothing for my goals in life.
Rhonda says
Been at it 8 years now. You are completely correct in saying that you have to get over the hurdles of the carefully crafted messages marketers have instilled in our minds. It starts with our children. I go to the Mall alone when looking to replace a piece of clothing that has ripped or worn out. I have NEVER brought my son shopping when I was young. All I see are parents bringing their children with them for HOURS of time at the mall unconsciously teaching them to shop mindlessly and blindly. When we decided to become Minimalists, we ended cable television when our son was 9. It wasn’t enough to NOT take him shopping, we had to do more to protect him, so cable was cut and a Netflix account was created. He’s 18 now and when he was 16, we rented a cottage for a week and forgot to bring our streaming stick, so watched cable TV. We never laughed SO HARD at all of those pathetic and desperate messages the marketers were selling. My son, in particular watched a commercial for mens cologne in which over 100 women come running out of the ocean as this boy-man sprays himself with this cologne like it was chum. My son said, “This is SO STUPID! Like, do people REALLY BELIEVE this actually happens?!” and he was laughing for an hour because the commercial kept coming on. Then he caught on to OUR favourite marketing attempt – the new Pharmaceutical pill on the market and the list of side effects the announcer goes through. He was on the floor in tears he was laughing SO hard!
sally says
Minimalism is not about buying nothing new, it is about being very selective and only acquiring things that add significant value to your life. So if a new couch will add this value and get a lot of use, it is ok to do this.
However, if the same issue applies to all your furniture, think very carefully about what you acquire. Acquire only one piece at a time, leave lots of time for reflection, consider how pieces could be updated or reused, and aim for a “lived-in”, “eclectic” or “vintage” vibe rather than a “showroom” vibe which may make you want to replace the lot! Look for used or vintage pieces where possible, they are often cheaper, well made, interesting and more likely to match other older pieces.
sandhya says
If it were me, I would buy what made me feel warm inside, comfortable and visually pleasing whether it be a couch (new or used) or anything else. Minimalism is a learned lifestyle for enjoyment and consciousness of our behavior….. awareness. Don’t let it take you away from enjoying your life….. no guilt.
Elizabeth says
Wow! This is so true. Just yesterday, the same back pack story happened with me. My daughter wants a new pack for school. All summer I’ve thought that last year’s (and matching lunch pack) will work just fine this year. After all, when I was a child, I used the same bag over for many years. But as my daughter started to beg for a new back pack, I found myself picking one out online at pottery barn kids. Not only did I find the pack, I matched a thermos, water bottle, pencil pouch, lunch pack. As I added it up, it was all around $130! I just stopped myself and wondered why it matters if she has new or matching things?? She’s got 3 back packs with matching lunch packs from the last 3 years. And I’m trying to minimize our lives. Stop the insanity, I thought. Needless to say, I never placed the order. Today’s children, includingbmine, would be well off to be told no and go without!
Nicejoy says
great
I reused lot of stuff from last year
Barb says
I just started taking yoga classes this year and my goal was to not buy any new clothes for it (my yoga mat was left behind by one of our tenants). I’ve kept to my goal, but now I have a fancy new name for it! :)
And I always think that a room looks more interesting if there’s a mix of ages in the furniture. A really nice piece alongside something a bit scruffy alongside something picked up curbside looks so much better than everything bought at the same time.
Abbie says
I had noticed this effect! Both in me and my kids (although stores are usually only for buying food!) but I didn’t know it had a name and was an actual thing! Great to be aware and make sure to only buy what we need! (This mostly goes for stuff, I love spending what extra we have on experiences and adventures.)
Judy says
So true, Joshua. Thanks for sharing this, as it’s a real eye-opener. I like being able to put a name to it and now I will be more aware of this in my own life. Love it! :)
sally says
Great piece! I like some of the commenter’s ideas too, like the simple clothing that matches everything. I also like to shop for vintage or used pieces for the house where we can, which prevents one piece looking so much newer than the rest! For example, we had dining chairs that didn’t match our dining table. We had this for many years, and decided we wanted a better match. So we got vintage chairs in a matching shape to our table, and sold the old chairs, the whole deal cost very little in this way and the old table still works for us.
Victoria says
I would love to read an article about how you teach your daughter about minimalism!
Jeannie says
I have learned sooo much from Joshua’s writings and learn more each time. I recently bought a new comforter set which I had been looking for, for a very long time as I did not want to have to change my Curtains, picture, lamps or paint my room. So I had to incorporated the colors into my new comforter. I took the throw cushion from my living room sofa and exchanged them with my bedrooms one and Wallah… I had a whole new look as I do like to co-ordinate my colors but I was so proud that I waited and each room still looks great. I did save a lot of time and money by doing that and I am really please with the end result. I am purging on and off all of the time and am slowing getting rind of items and donating to make others happy… it is win win and I have passed this on to many others. Thanks Joshua for helping to make my World and ‘The World” a better place!! :)
maressa says
Impress others with my life has been something that I’ve been trying to achieve lately.
Any ideas on receiving gifts that are a little extravagant and pulling attention to self? I would love to hear some ideas on how to deal with those gifts that come to us from dear friends or family members that don’t seem up to date with our minimalistic views.
Victoria says
I always think that a gift is not an obligation. The fact that they gave you a gift in the first place is what matters not the gift itself. If you give the gift away, you still know that person gave you a gift out of thoughtfulness.
Maressa says
Thanks Victoria.
Kellen says
I would graciously accept any gift given, and then dispose of it as I saw fit: donation, homeless shelter, leave it on the curb if it’s something someone will help themselves to, give it to a church, sell it, whatever. I’ve never felt obligated to keep gifts but learned years ago it’s easier to be a gracious “receiver” than to refuse a gift or make a big deal out of it. Unless you have a “no gifts” rule beforehand, just accept it kindly and deal with it later. And definitely institute a “no gifts” rule for yourself for the future. :) I did this in my family years ago, and EVERYBODY jumped on board. For a few years we were giving gift cards, tickets to theater and opera, gift certificates for massages, etc. Consumable stuff. Finally we stopped giving gifts altogether.
I used to attend Xmas parties where loads of homemade goodies were bestowed on all the guests, and on leaving the party, I would drive directly to a homeless kitchen, where they always appreciated the homemade treats.