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).
Marissa says
Oh my gosh! I suffered from this Dedirot Effect a while ago! When I thought my old bookshelf was “too old” and needed replacing with a new one, I found one I liked and decided I might buy it with my extra money I was saving up for something. But after discussing things with my mother and afterward thinking to myself about the whole situation, I decided my current bookshelf was fine and didn’t need to be replaced. I decided in the future, I am just going to paint it instead when the weather gets warmer! Whew! That saved me $150 dollars!
But eventually, I want to get a bookcase that has legs on it, but that is not until way in the future though. ;D I’ll just wait until I can’t stand my current bookshelf anymore and then I will junk it. But maybe I will keep it after I paint it. Who knows? <3
Thank you for your thoughts, Joshua! C:
Tina says
I only have black trousers and jeans. My tops are black and gray. I have cardigan sweaters in red, blue, black and gray. I also have 3 shawls. I made a chart and I can get over 20 different combinations of outfits with these clothes. I have never spent money easily, that’s how I could retire at 53, my husband at 55.
Stacey says
That’s fantastic, I’m doing a chart this weekend !
Mary Anne's Alaska says
Really interesting article. I see this play out in many people’s lives around me (and I know I’ve done it, too). What do you think about 1) people being selective with their new purchases, and 2) when they do decide to “update” something, selling or giving away the old item(s) to someone in need? Ultimately, of course, the ideal is not constantly “updating” and buying whim purchases.
Sue Dot says
Diderot sums me up to a T. Only last week I saw a top I fancied; trouble is there was a choice of four colours all of which I liked. After agonising for a few days, I didn’t buy any of them, though not long ago I would have bought all four. That would have begun the process of filling my wardrobe up again which at the moment is bordering on the capsule; plus my finances are still in the black, so phew, it’s hard but I’m hanging on in there. Thanks for reading.
Sugar Love Designs says
Great article, I struggle with this but have found that the more I travel and take in the sights of the world, the less frivolous purchases I make.. I would rather use my funds to see different places….
Karen says
Excellent post. Thanks for bringing to my attention yet another valuable tool for me to use when I am considering buying something. We recently bought a new house and it is amazing how many other new things are needed now due to this – some are necessary, others are just wanted. I was subconsciously aware of this fact when we moved but giving it a name really brings more awareness of it! Thanks – lots to think about as always!
Laura Jolna says
Great article! In the past few years, I’ve become acutely aware of this behavior and started the practice of asking myself what I will get rid of for every new thing I consider purchasing. The only exception is groceries. Asking myself this question makes me really pause and consider if (1) I really need the item and (2) what I may already own that’s similar and not using.
If I still feel I need the new item, I usually donate something I own to charity. Kind of a one-for-one approach. Works really well!
A continual weeding of my possessions garden. Cheers!
David says
We buy so much we don’t need.
Michael Mota @ NTPNW says
Great Article!
I’ve been fighting this effect for many years when it comes to my children and yes, my wife too. I have always been the type of person to buy what I need and not much more but trying to teach my family members to live a simple life has been a difficult task. Especially when everyone around us is over consuming stuff. Overall I must have done something right cause our adult children who are on there own have begun to impress me by living a simple and minimalist life while saving for their future. Kids really do learn from what their parents do. Oh and my lovely wife is now more frugal than I am- I created a monster. :)
Andria says
Great article. I actually just realized I was doing this all of the time. I have started to get rid of things I bought and never used and it is freeing but also upsetting how I could have bought so much stuff. I needed this because once all the clutter is out I do not want to bring it back in ever again! :)