The Diderot Effect
“The
pressure to upgrade our stock of stuff is relentlessly unidirectional, always
ascending.” -sociology professor Juliet Schor
The things we own comprise a significant part of who
we are. Our identities are tied up
in our clothes, gadgets, living quarters, furniture, etc. We try to find a unity in our
possessions. The Diderot Effect states that obtaining a new possession often
creates a spiral of consumption which leads you to acquire more new things. As
a result, we end up buying things that our previous selves never needed to feel
happy or fulfilled.
This phenomenon is called after the French
philosopher Denis Diderot, who, after living his life in poverty, comes into a
large sum of money, then bought himself a scarlet dressing gown. Soon he noticed that his living
quarters, his other clothes and more seemed so shabby compared to the dressing
gown. He then began using up his
money to my more things consistent with the scarlet cape, eventually putting
himself in debt.
All products purchased by a consumer aim to be
cohesive with that consumer’s identity.
The introduction of a new, atypical product can
trigger a process of spiraling consumerism. Take, for instance, buying a new suit. Goodness, those old shoes won’t work
with it, and neither will the old belt.
Yeah, gotta lose the shirt and tie, too. So you go out and buy accessories to match the cool new
suit. And that's just the beginning.
Our natural inclination is always to
accumulate, to add, to upgrade, and to build upon. We are rarely looking to
downgrade, to simplify, to eliminate, to reduce.
When we obtain a new item when tend to acquire
additional ones. Being aware of
this problem can help you avoid it.
1) Don’t splurge on a really deluxe version of
anything, clothes, houses, furniture, or technique, that doesn’t fit in well
with your existing belongings.
2) Don’t allow your children to pressure you to
buy things you can’t comfortably afford.
3) Let
go of desiring things. There will never be a level where you will be done craving things.
There is always something to upgrade or update.
4) If you do buy things, get rid of the
old. Otherwise, you are stuck with
a hoarder’s lair!
I read a scary story of a man who died in his
apartment during a fire because the firefighters couldn’t get through his stuff
to reach him and rescue him.