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Have you ever walked into IKEA planning to buy just one item and walked out with a cart full? Welcome to the world of the Diderot Effect, where one purchase leads to another in a relentless pursuit of harmony in our possessions. Let’s unravel this intriguing psychological phenomenon, and understand what is Diderot Effect with an example and how to overcome it.
My Modern Diderot Effect: A Tale of Tech Upgrades and Unintended Consequences
Last week, I got myself a new TV – a stunning 55-inch QLED screen with thin bezels. 😍
I also connected my old XBOX One, but its controllers wouldn’t work, so I ordered a couple of new ones. To be honest, I considered getting rid of my old XBOX One and getting a brand-new PS5!
Yesterday, as I was watching the latest season of Drive to Survive (🏎️), I noticed that the TV’s sound quality was mediocre at best. There was no bass. Naturally, I started looking for soundbars that would complement my TV, and the SONOS Beam caught my eye. It costs about £499 and will work well with my SONOS Play:1. 👀
And then, came the realisation – was I making the same mistake that Mr. Diderot made in 1769? 🤦🏽♂️
Decoding the Diderot Effect: A Tale of Identity and Consumption
So, what is the Diderot Effect? It is a social phenomenon, mostly related to consumer goods and hinges on two ideas:
😎 Identity-Reflective Purchases: It suggests that the items we buy are more than just objects; they’re extensions of our identity. Each piece we own harmonizes with our self-image.
😍 Consumption Cascade: Introducing a new, distinct item into our collection can disrupt this harmony, leading to a cascade of additional purchases, all in an effort to restore balance.
Essentially, the Diderot Effect explains why we buy things we don’t need and how one purchase often leads to more, as we seek harmony in our possessions.
Just like my experience with the new TV, you might have found yourself in a similar situation, where one purchase led to another, unexpectedly. For example, buying a new dress might lead to purchasing matching shoes and accessories, a classic example of the Diderot Effect in action.
The Origin Story: Coined by Grant McCracken
The term ‘Diderot Effect’ was coined by Grant McCracken, an anthropologist with a keen eye for cultural patterns, in his 1988 book “Culture and Consumption“. Inspired by Denis Diderot’s essay about a scarlet gown that threw his world into a materialistic frenzy, McCracken explored how our possessions and our identities are intertwined.
McCracken’s insight was sharp: acquiring a new possession isn’t just a transaction; it’s a transformation. Each new item has the potential to rewrite the narrative of our self-identity, leading us down a path where we keep adding more to maintain a sense of unity.
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Let’s understand the original story behind Denis Diderot and his red silk gown.
Denis Diderot’s Tale: The Birth of the Diderot Effect in a Scarlet Gown
Denis Diderot, a French philosopher, wrote an essay called “Regrets On Parting With My Old Dressing Gown” in which he described a new beautiful scarlet dressing gown that was gifted to him.
The gown put everything he owned, all his possessions, to shame.
“All is now discordant. No more coordination, no more unity, no more beauty”, said Diderot. But let’s take a step back. Who was Denis Diderot?
You see, Denis Diderot lived his entire life in poverty. He lived a bohemian existence in Paris as a writer. He had made acquaintance with many prominent writers and philosophers of the Enlightenment Age, including Jean-Jacques Rousseau, Voltaire, and Jean le Rond d’Alembert.
In 1745, Diderot was appointed as the editor-in-chief of the Encyclopédie, a massive encyclopedia project that aimed to compile and disseminate all of the knowledge of the day. Diderot worked tirelessly on the project, writing many articles himself and overseeing the work of hundreds of contributors. The Encyclopédie was a groundbreaking work that challenged traditional ways of thinking and helped spread Enlightenment ideas throughout Europe.
His fortunes improved significantly in 1766, when Empress Catherine the Great, who heard of his financial troubles, paid him 50,000 francs to serve as her librarian.
This is when he received his beautiful scarlet dressing gown, which we mentioned earlier, and it made all of his other possessions pale in comparison. In Diderot’s own words, “everything is out of tune“.
So, he replaced all his old possessions with new things to create a sense of harmony with his new gown. He bought a new rug from Damascus, a Moroccan armchair to replace an old straw chair, intricate sculptures, an expensive clock, and so on.
He did this to create a sense of unity with his new gown. And, eventually, went bankrupt! 🫠
I was the absolute master of my old robe. I have become the slave of my new one.
Denis Diderot
Diderot’s experience mirrors our contemporary struggles with consumerism, where one lavish item can make our existing belongings feel inadequate.
When Possessions Mirror the Self: The Intricate Dance of Identity and Materialism
Our identities are tied to material things – clothes, furniture, house, cars… our possessions. As humans, we have a natural inclination to accumulate more possessions, to upgrade and to build upon them, rather than to simplify and reduce.
These possessions should not be seen in isolation but they belong in sets tied together by the Diderot Effect.
At its core, the psychology of the Diderot Effect is about the need for harmony between our sense of self and our external environment. The possessions reflect our identity and place in society.
Life has a natural tendency to become filled with more. We are rarely looking to downgrade, to simplify, to eliminate, to reduce. Our natural inclination is always to accumulate, to add, to upgrade, and to build upon.
James Clear
Denis Diderot’s story of the scarlet gown highlights the psychological impact of possessions on our identity. When Diderot received the beautiful gown, it changed his perception of himself and his other possessions, making everything else seem inferior. This experience led him to realize the importance of maintaining harmony between our possessions and our sense of identity.
It made him realise, how happy he was before the scarlet gown!
This desire for more can disrupt the harmony between our current possessions and lead to a sense of discontentment or inadequacy. So, you have to ask yourself – does buying new items provide you with freedom and security or trap you in misery?
From IKEA to iPhones: Everyday Examples of the Diderot Effect in Action
Let’s look at another example of the Diderot effect in our daily life. We already saw how the Diderot Effect affected me with the purchase of my new TV.
The Diderot Effect is also the reason you see IKEA products grouped into brands. You go in to replace an old wardrobe, find the HEMNES 3-drawer chest, and end up buying the HEMNES side table, table, lamp, TV stand, shoe rack, and of course, new plants! 🪴
We can also see the Diderot Effect in the technology ecosystem. Do you have friends who recently purchased an iPhone? You might have observed they purchased AirPods, Apple Watch, and AirTags shortly after that. 💸
Sure, these Apple ecosystem purchases can be attributed to the seamless integration of Apple products and the network effects but it’s also the Diderot Effect at play. It’s the introduction of a new possession leading to spiralling consumption.
Recognizing these everyday examples is the first step in learning how to overcome the Diderot Effect.
Mastering Your Spending: Practical Strategies to Overcome the Diderot Effect
Navigating the tricky waters of consumer behaviour can be challenging, especially when the Diderot Effect lurks around every corner of our spending habits. But fear not! Here’s how you can overcome the Diderot Effect and break free:
📝 Prioritize Needs Over Wants
A practical approach to overcome the Diderot Effect is by distinguishing between ‘needs’ and ‘wants.’ Before making any purchase, assess whether it is a necessity or just a desire. This helps in avoiding unnecessary acquisitions that are often prompted by the Diderot Effect. For example, buying a new phone only when the old one is beyond repair, rather than upgrading for the sake of new features.
My article on mimetic desires will help understand the difference between needs vs. wants.
🔄 One-In, One-Out Rule
Implement the ‘one-in, one-out’ rule to keep your possessions in check. Whenever you buy something new, choose something old to give away or discard. This method not only curbs the accumulation of unnecessary items but also helps in maintaining a clutter-free environment. For instance, if you buy a new pair of shoes, donate an older pair that you no longer wear.
👥 Seek Support
Discussing potential purchases with friends or family can provide a fresh perspective and help in identifying if you’re falling prey to the Diderot Effect. Sometimes, an external viewpoint can point out if a purchase is unnecessary or influenced by momentary desires. This could be as simple as asking a friend their opinion before buying a new gadget.
📊 Track Spending
Regularly monitoring and reviewing your expenses can help in recognizing patterns of unnecessary spending. Keeping a record of purchases enables you to see where your money is going and whether your spending aligns with your financial goals. For example, using a budgeting app to track monthly expenses can highlight areas where the Diderot Effect might be influencing your purchasing decisions.
Reducing your spend will help you save more and then the Matthew Effect will take care of the rest!
🏆 Celebrate Small Wins
Acknowledge and celebrate when you successfully avoid impulse purchases or unnecessary upgrades. This reinforces positive behaviour and makes it easier to resist the Diderot Effect in the future. Celebrating doesn’t mean spending money; it could be as simple as acknowledging your self-control or treating yourself to a favourite activity at home.
Charting a Course Through the Tempting Seas of the Diderot Effect
In conclusion, as we navigate the alluring world of consumerism, remember that the Diderot Effect is a silent persuader, subtly shaping our buying decisions. By understanding and acknowledging the Diderot Effect, we can make more mindful decisions, avoiding the pitfalls of unnecessary consumption
Let my example teach you a lesson. Poverty has its freedoms; opulence has its obstacles.
Denis Diderot
Let’s take a page from Denis Diderot’s experience: sometimes, the quest for more leaves us longing for the simplicity we once had.
