Diderot Effect, The Constant Need To Buy More

Most of us buy more than we really need. While this is not the case for everyone, many people spend more than their income level would recommend. There are many reasons why this happens, but one of the most interesting is the so-called Diderot effect.

Understanding how our minds work and why we act one way (and not another) is critical to changing our problem behaviors. Therefore, understanding the Diderot Effect and the power it has over us can help us lower our spending level.

In this article, we’ll study this psychological effect and give you some ideas for identifying and combating it.

What exactly is the Diderot effect?

The Diderot effect was first described in the 18th century by a French philosopher from whom it took its name. This thinker realized that acquiring a new possession can lead to the purchase of many others.

Worried about expenses he considered unnecessary, he began to study what was going on; later, his work was expanded in the late 20th century by anthropologist Grant McCracken.

Among their most important discoveries was the fact that the objects we possess have a direct bearing on our identity. Thus, our possessions and what we think of them also influence elements as angular as our self-concept or our self-esteem.

McCracken felt that when we buy and increase our possessions by adding one more, the dissonance that can occur if it is too different from the rest can make us feel very uncomfortable.

Therefore, on many occasions, we will tend to acquire new things that are more in line with the first thing we bought or what we already have.

This would be what would happen when the Diderot effect came into play. To understand it better, the following is an example described by Denis Diderot himself while he was researching the subject.

Example: the bathrobe

The discovery of the Diderot effect was motivated by an event that unexpectedly changed the life of the French philosopher. In his work Regrets upon saying goodbye to my old robe , he told the story of how an innocent gift ended up causing him to fall into ruin.

In the book, Diderot says that receiving a beautiful scarlet robe as a gift brought him unexpected consequences. At first, the philosopher was delighted with his new possession. However, he soon realized that the rest of his objects were far from being so elegant.

Thus, Diderot tells in his book that he began to replace his former possessions. He swapped his old wooden chair for a comfortable armchair with a leather seat. He replaced the paintings in his house with ones that were much more expensive. Little by little, he spent more and more money buying elegant objects that matched his new robe.

Almost without realizing it, the man ended up spending all his money on possessions he didn’t really want. This is the prime example of what the Diderot effect can do to us if we let it control our decisions. However, can we do something to fight it?

How to combat this phenomenon

Below you will find several keys to avoid the worst consequences of the Diderot Effect.

• Realize what is happening. When we are aware of what we are doing, thought biases have less of an effect on us. So before making an expensive purchase, stop and think about whether you really want or need the item in question.
• Analyze the costs of future purchases. It may be that each object by itself does not involve a large expense. However, how much will you be paying if you get everything you want right now? Rather than getting carried away every time, it’s much more useful to figure out in advance how much you can spend and what you want to spend on.
• Choose what to buy for its utility rather than its status. In general, the most important criterion for acquiring something new is whether it will be useful. Keeping up appearances through your belongings can be very addictive, but it doesn’t make a lot of sense.

In conclusion, keeping the Diderot effect under control can be tricky. However, if you are aware of what you are doing and you reduce your motivation to impress others, you will soon find that you no longer need to make hundreds of new purchases simply because of the status they provide or because they match others.