Imagine this: the bottom of your shoes starts to come off and a hole begins along the side where your arch is, so you decide you should get a new pair. You go to the store and after looking for some time decide on a nice new pair of, say, Nikes.
After wearing these new Nikes for a few days, you start to feel they don’t match your worn jacket, which makes you feel the need to replace the old jacket with something that will create a better look with the Nikes, something you can feel more fresh in.
You get the jacket. Then, inevitably, you get new jeans with the jacket to complete the look, maybe even a new wristwatch.
This, my friends, is the Diderot Effect. It has two formal definitions. First, it means goods purchased by consumers will be cohesive to their sense of identity, and as a result, will be complementary to one another. And second, the introduction of a new possession that is deviant from the consumer’s current complementary goods can result in a process of spiraling consumption.
This phenomenon was first coined in the essay “Regrets for my Old Dressing Gown, or
A warning to those who have more taste than fortune.”
It’s classic consumerism and important to be aware of the next time you’re feeling like something you once loved could use a bit of an update.