Diderot Effect: New Item's Dominating Charm
Waking up to a happy day with a gift of a beautiful red dressing gown, Denis Diderot was initially quite pleased with this gift. However, this situation leaves its place to different feelings over time. Because compared to her new stylish dressing gown, her other items start to look worn out. His old items, which are not very suitable for his new outfit, create dissatisfaction in him. For example, he replaces the old straw chair with an armchair covered in Moroccan leather; replaces his old desk with an expensive writing desk. And so Diderot, who had to renew many of his belongings, will express this situation as follows: “I totally dominated my old dressing gown, but became a slave to my new one.”
This situation, which the French writer and philosopher Denis Diderot (1713-1784), one of the most important pioneers of the Age of Enlightenment, included in his essay "Regrets for Leaving My Old Dressing Gown", is perhaps a good example of a consumption trap many of us fall into.
The "Diderot Effect", which describes a social phenomenon related to consumer goods, was first described in 1988 by Grant McCracken, an anthropologist and consumption patterns expert, and took its name from Diderot, who first described this phenomenon. This means that people's belongings are compatible with their own identity, and when they buy a new and different product, this harmony with old items will change and they will show more buying behavior to adapt to this new situation.
For example, let's consider Cenk, who has just started in the gym. When Cenk starts playing sports, he realizes that he needs new clothes. He buys himself a new set of shorts and a t-shirt, best of all. He even buys two so he doesn't have to think about what to wear for the rest of the week. But wait a minute! Cenk also needs sneakers. As if without this everything would be a little incomplete. Here it is now! We are ready now. On the first day he started sports, Cenk's eyes remained on other people's bluetooth headphones. He thinks how cool they are while doing sports. And when he returns from sports, Cenk also orders a pair of headphones. Then a nice water bottle, smart watch and other things… Unfortunately, Cenk and many people like him in this situation have been exposed to the Diderot Effect. They bought something new; and this new situation has brought other needs to light with the effect of snowball. But how can we deal with Cenk's situation? Especially in a time like this!
Ways to Cope with the Diderot Effect
The Diderot Effect feeds on the psychological foundations of today's consumerism. However, being aware of this and making a conscious effort can protect you from the negative consequences of this effect. Here are some things you can do:
Separate Wants and Needs: The Roman sage Cato once said: Take what you need, not what you want. Even if what you don't need is very cheap, it will be expensive for you. The first way to deal with the Diderot Effect is to distinguish between wants and needs. It's important to question whether you really need something like this before you buy something. If you really need it, you should look for another way to get it before you buy it. Some of the solutions are to rent, borrow or find another item to replace it.
Notice Eco-Systems: Today, big brands have found a way to survive by creating their own ecosystems. By making their product ranges compatible and integrated with each other, they both facilitate the user experience and increase product sales. However, for consumers, this can also turn into a trap that they are not aware of. Because they do not realize that they are receiving a service that is much more expensive than they thought. For example, when you choose the Apple brand, you need to understand that you can only use it with other Apple products. Therefore, before buying a product, you should find out whether it makes you doomed to its own eco-system and be aware of its possible consequences.
Think Functionally: You can stipulate that something you plan to buy has a function that you can use in at least three different areas. Seeking flexibility of use makes it easier for products to adapt to our changing demands over time. When considering buying something for a purpose, you should keep in mind that your goals may change over time. Therefore, considering different usage areas from the very beginning will make your work easier for conscious consumption. Women who fall into the combination trap may need this self-control the most. For example, when a woman likes a red shoe, she thinks she will wear it with an evening dress she already owns or has just bought. Men do not have such a problem. But most women think of clothes as a whole; This includes jewelry and accessories. And as a result, since different usage areas are limited, clothing costs gradually increase and become inextricable.
Limit Your Budget: Limiting your spending can be an effective measure. Especially nowadays, virtual shopping made with credit card has become a facilitator of consumption. It's pretty easy to go over your budget without realizing it. For this, instead of credit card, you can try to spend with cash or make payments as needed and spread them over periods. Going back to our previous example, a lot of people sign up for the gym annually and guess what? Most people cannot do even half of the sports activity they do with a monthly subscription during the annual subscription. Because the comfort of being able to go to the gym whenever they want causes them to disrupt their sports routines. Eventually, most people stop going to the gym over time. In fact, the biggest source of income for sports centers, and therefore their favorite type of customer, is those who register annually. And guess what happens to all those items bought for sports?
Denis Diderot, who said, “No one can know me better than myself, gave the password for how to deal with this situation known by his own name. The Diderot Effect is one of the powerful weapons of today's consumer culture. Sometimes it can even lure conscious consumers into its own trap. However, the best way to avoid its effects is to question ourselves, our wishes and life with a conscious effort. As Socrates already stated; the unexamined life is not worth living.
e-motivation.net team
Source
https://tr.wikipedia.org/wiki/Didero_Etkisi (18.07.2023)
