Ever bought something new and suddenly felt like everything else you own doesn’t quite match up?
That’s the Diderot Effect at work—a sneaky cycle of consumption that can quickly spiral out of control.
The Story Behind It
Denis Diderot, an 18th-century French philosopher, was doing just fine financially—until Catherine the Great of Russia bought his library, making him unexpectedly wealthy. With his newfound riches, he treated himself to an elegant scarlet dressing gown.
But here’s the problem: once he put it on, everything else in his home looked shabby by comparison.
The robe did not fit in.
He wrote that there was
“no more coordination, no more unity, no more beauty.”
Diderot started upgrading his surroundings—a luxurious rug from Damascus, expensive sculptures, a Moroccan leather chair. One purchase led to another…
…until he had pittered away his fortune and plunged into debt.
What Is the Diderot Effect?
The Diderot Effect explains why a single new purchase often triggers a domino effect of buying more. It’s based on two key ideas:
1. We want our possessions to reflect our identity.
The things we own shape how we see ourselves. When we get something new, it can symbolize a shift in our self-image.
2. A single new item can make everything else feel outdated.
It can make our older belongings feel out of sync with our new purchase, and out of sync with who we’re becoming. This can lead to an endless cycle of upgrading and overspending.
How to Break Free from the Diderot Effect
Think beyond the price tag.
Before buying something new, ask yourself: Will this trigger more spending? If you get those stylish new shoes, will you feel the need to buy a matching bag, belt, or outfit?
Resist the urge to impress.
Buy things for their function and value, not just because they elevate your status.
Prioritize experiences over possessions.
Your best memories aren’t tied to things—they’re tied to moments.
Declutter and simplify.
When you focus on what truly brings you joy, it’s easier to let go of unnecessary items.
Stay true to your values.
Your possessions don’t define you—your choices and actions do.
