The Diderot effect is a phenomenon that occurs when acquiring a new possession leads to a spiral of consumption that results in the acquisition of even more possessions. [1] [2] In other words, buying something new can cause a chain reaction leading to one buying more and more things. Each new item makes one feel like one needs other things to go with it or to keep up with it. This can lead to overspending [3] and accumulating more possessions than one needs or uses.
The term was coined by anthropologist and scholar of consumption patterns Grant McCracken in 1986, [4] and is named after the French philosopher Denis Diderot (1713–1784), who first described the effect in an essay titled "Regrets for my Old Dressing Gown, or, A warning to those who have more taste than fortune".
The term has been used in discussions of sustainable consumption and green consumerism, in regard to the process whereby a purchase or gift creates dissatisfaction with existing possessions and environment, provoking a potentially spiraling pattern of consumption with negative environmental, psychological, and social impacts.
The effect was first described in Diderot's essay of 1769 "Regrets on Parting with My Old Dressing Gown". [5] In this essay Diderot tells how the gift of a beautiful scarlet dressing gown leads to unexpected results, eventually plunging him into debt. Initially pleased with the gift, Diderot came to rue his new garment. Compared to his elegant new dressing gown, the rest of his possessions began to seem tawdry and he became dissatisfied that they did not live up to the elegance and style of his new possession. He replaced his old straw chair, for example, with an armchair covered in Moroccan leather; his old desk was replaced with an expensive new writing table; his formerly beloved prints were replaced with more costly prints, and so on. "I was absolute master of my old dressing gown", Diderot writes, "but I have become a slave to my new one ... Beware of the contamination of sudden wealth. The poor man may take his ease without thinking of appearances, but the rich man is always under a strain".
In anthropologist Grant McCracken's usage in 1986, the Diderot effect is the result of the interaction between objects within "product complements", or "Diderot unities", and consumers. A Diderot unity is a group of objects that are considered to be culturally complementary, to one another. [6] McCracken suggests that a consumer is less likely to veer from a preferred Diderot unity to strive towards unity in appearance and representation of one's social role. However, it can also mean that if an object that is somehow deviant from the preferred Diderot unity is acquired, it may have the effect of causing the consumer to start subscribing to a completely different Diderot unity.
Sociologist and economist Juliet Schor uses the term in her 1992 book The Overspent American: Why We Want What We Don't Need to describe processes of competitive, status-conscious consumption driven by dissatisfaction. Schor's 2005 essay "Learning Diderot's Lesson: Stopping the Upward Creep of Desire" describes the effect in contemporary consumer culture in the context of its negative environmental consequences. [7]
James Clear uses the term in his 2018 book Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones and describes Diderot's behavior as 'a chain reaction of purchases' and links the Diderot effect to describe habit stacking. [8]
Denis Diderot was a French philosopher, art critic, and writer, best known for serving as co-founder, chief editor, and contributor to the Encyclopédie along with Jean le Rond d'Alembert. He was a prominent figure during the Age of Enlightenment.
Consumerism is a social and economic order in which the aspirations of many individuals include the acquisition of goods and services beyond those necessary for survival or traditional displays of status. It emerged in Western Europe before the Industrial Revolution and became widespread around 1900. In economics, consumerism refers to policies that emphasize consumption. It is the consideration that the free choice of consumers should strongly orient the choice by manufacturers of what is produced and how, and therefore orient the economic organization of a society. Consumerism has been criticized by both individuals who choose other ways of participating in the economy and environmentalists concerned about its impact on the planet. Experts often assert that consumerism has physical limits, such as growth imperative and overconsumption, which have larger impacts on the environment. This includes direct effects like overexploitation of natural resources or large amounts of waste from disposable goods and significant effects like climate change. Similarly, some research and criticism focuses on the sociological effects of consumerism, such as reinforcement of class barriers and creation of inequalities.
In sociology and in economics, the term conspicuous consumption describes and explains the consumer practice of buying and using goods of a higher quality, price, or in greater quantity than practical. In 1899, the sociologist Thorstein Veblen coined the term conspicuous consumption to explain the spending of money on and the acquiring of luxury commodities specifically as a public display of economic power—the income and the accumulated wealth—of the buyer. To the conspicuous consumer, the public display of discretionary income is an economic means of either attaining or of maintaining a given social status.
In social behavior, downshifting is a trend where individuals adopt simpler lives from what critics call the "rat race".
In the fields of philosophy and of aesthetics, the term philistinism describes the attitudes, habits, and characteristics of a person who deprecates art, beauty, spirituality, and intellect. As a derogatory term, philistine describes a person who is narrow-minded and hostile to the life of the mind, whose materialistic and wealth-oriented worldview and tastes indicate an indifference to cultural and aesthetic values.
A Veblen good is a type of luxury good, named after American economist Thorstein Veblen, for which the demand increases as the price increases, in apparent contradiction of the law of demand, resulting in an upward-sloping demand curve. The higher prices of Veblen goods may make them desirable as a status symbol in the practices of conspicuous consumption and conspicuous leisure. A product may be a Veblen good because it is a positional good, something few others can own.
"Keeping up with the Joneses" is an idiom in many parts of the English-speaking world referring to the comparison of oneself to one's neighbor, where the neighbor serves as a benchmark for social class or the accumulation of material goods. Failure to "keep up with the Joneses" is perceived as a demonstration of socio-economic or cultural inferiority. The phrase was coined by a 1910s comic strip of the same name.
The Theory of the Leisure Class: An Economic Study of Institutions (1899), by Thorstein Veblen, is a treatise of economics and sociology, and a critique of conspicuous consumption as a function of social class and of consumerism, which are social activities derived from the social stratification of people and the division of labor; the social institutions of the feudal period that have continued to the modern era.
Economic materialism can be described as either a personal attitude that attaches importance to acquiring and consuming material goods or as a logistical analysis of how physical resources are shaped into consumable products.
Consumption is the act of using resources to satisfy current needs and wants. It is seen in contrast to investing, which is spending for acquisition of future income. Consumption is a major concept in economics and is also studied in many other social sciences.
Trickle-down fashion is a model of product adoption in marketing that affects many consumer goods and services.
A chimere is a garment worn by Anglican bishops in choir dress, and, formally as part of academic dress.
Juliet B. Schor is an American economist and Sociology Professor at Boston College. She has studied trends in working time, consumerism, the relationship between work and family, women's issues and economic inequality, and concerns about climate change in the environment. From 2010 to 2017, she studied the sharing economy under a large research project funded by the MacArthur Foundation. She is currently working on a project titled "The Algorithmic Workplace" with a grant from the National Science Foundation.
Joan Hume McCracken was an American dancer and actress who became famous for her role as Sylvie in the original 1943 production of Oklahoma! She also was noted for her performances in the Broadway shows Bloomer Girl (1944), Billion Dollar Baby (1945) and Dance Me a Song (1950), and the films Hollywood Canteen (1945) and Good News (1947).
Anti-consumerism is a sociopolitical ideology. It has been defined as "intentionally and meaningfully excluding or cutting goods from one's consumption routine or reusing once-acquired goods with the goal of avoiding consumption". The ideology is opposed to consumerism, being a social and economic order in which the aspirations of many individuals include the acquisition of goods and services beyond those necessary for survival or traditional displays of status.
Grant David McCracken is a Canadian anthropologist and author, known for his books about culture and commerce. He was the founder and director of the Institute for Contemporary Culture at the Royal Ontario Museum and was a member of Convergence Culture Consortium at MIT. He holds a Ph.D. in anthropology from the University of Chicago. He coined the term the Diderot effect. He lives in Rowayton, Connecticut.
The Possession is a 2012 American supernatural horror film directed by Ole Bornedal, written by Juliet Snowden and Stiles White, and produced by Sam Raimi, Robert Tapert, and J. R. Young. It stars Jeffrey Dean Morgan, Kyra Sedgwick, Natasha Calis, Grant Show, Madison Davenport, and Matisyahu. The story, based on the 2004 Los Angeles Times article "A Jinx in a Box?" by Leslie Gornstein, is about the allegedly haunted dybbuk box.
The Letter Left to Me is Joseph McElroy's seventh novel. A letter from father to son is delivered to the son shortly after the father's death. The letter receives wider and wider circulation, and its continued effect on the son's life is described.
Chief Culture Officer (2009) is the eighth book by Canadian author and anthropologist Grant McCracken. The book looks at how modern business attempt to connect with culture. In the author's analysis he considers examples such as Dove's campaign for real beauty, and the I Love New York advertising campaign.
Kid Cosmic is an American animated superhero television series created by Craig McCracken and developed by McCracken, his wife Lauren Faust and Francisco Angones for Netflix. The series was based on his 2009 comic The Kid from Planet Earth. Produced in-house by Netflix Animation, the show is McCracken's first to have a serialized format, as well as his second foray into the superhero genre, having previously created The Powerpuff Girls. Illustrated in a "retro 2D" style inspired by comics such as Dennis the Menace and The Adventures of Tintin, the series follows Kid, a young boy who gets a chance to become a superhero and fight evil aliens alongside other characters with different abilities.