It Takes Just One Purchase To Initiate The Diderot Effect

How could the insight of an 18th-century French philosopher possibly impact your buying decisions today? The term “Diderot effect” was coined by an anthropologist named Grant McCracken but, to truly understand its significance, we must first begin with an essay. Denis Diderot, a French philosopher that lived in the 1700s, penned an essay entitled “Regrets on Parting with My Old Dressing Gown.” It tells a tale of dissatisfaction that resulted from a new gown he received as a gift.

The story goes that, not long after receiving his new dressing gown, Diderot came to feel that his surroundings did not properly reflect the elegance of the gown. As such, he replaced the furnishings in his study to better suit his new article of clothing. He replaced tapestries, his desk, the chairs, and bookshelves. Only after these furnishings were in place did he realize that his new, updated study was less comfortable than what he’d had before. It’s hard to know how much, if any, debt Diderot incurred during the remodel of his study, but I have to think that may have played into his lament.

The Diderot effect in today’s world

Think back on some of the purchases you’ve made in your life. What became your version of Diderot’s gown? Was it a new dress or suit that just wouldn’t be complete without also buying a new purse, new shoes, jewelry, a tie, belt, or cuff links to really do justice to the outfit and bring it all together? And what did the new clothes really end up costing you, once you’d added all the accessories to the final tally? Are you still paying it off? When it was all said and done, did you wish you’d stuck with the comfortable, reliable, paid-for clothing that was perfect with everything else you already had in your closet?

Perhaps the stakes, and cost, were even higher. Was it a new piece of furniture that led you to remodel your entire living room? Was your new TV not complete without the accompanying external (and expensive) sound bar? Like Diderot’s study, maybe your remodeled room surely looks magazine-worthy but, at the same time, isn’t quite as comfortable as it used to be.

My wife and I remodeled our bathroom about 10 years ago, and a friend of ours said it wouldn’t be complete without upgrading the hardware on the doors. Until she said that, neither one of us had even considered replacing the doorknobs. Yeah, it would probably look nice to do what she suggested, but we also soon realized that, if we upgraded the bathroom doors, we’d have to do the rest of the doors in the house to match. Not only that, but we’d have to also buy new locks (and get new keys) for our exterior doors to match the hardware on the interior ones! I’m happy to say that we chose not to replace the doorknobs, and the existing ones have worked out just fine for us.

Back to basics

It comes back to contentment and wanting what you have, not having what you want. The Diderot effect impacts both our financial health and our psychological health. And it’s a reminder that happiness isn’t found in things. I hate to say it but, if you weren’t happy before the purchase, you’re likely not going to be after you make it (or not for long anyway). If nothing else, the Diderot effect could make you even more unhappy if it involves taking on debt and second-guessing your decision.

Chess, not checkers

Considering a somewhat significant purchase in the near future? Do yourself a favor and think three steps ahead. Consider the long-term costs of the purchase and be wary if you feel yourself getting anxious about all the other things you can see this first purchase leading to. Listen to your gut. If it’s stressing you out, don’t send the first domino tumbling.

A famous Chinese proverb says, “The journey of a thousand miles begins with a single step.” Well, in Diderot’s case, the journey into debt and regret begins with a single purchase. Control your emotions and your impulses. Lucky for Diderot, he didn’t live in a time of online shopping, credit cards, and instant gratification. Think about the damage that gown could have caused these days. Perhaps it’s best to leave your version of the gown on the proverbial shelf.