I am not a psychologist or a philosopher. But I spent a lot of time thinking about what goals we are pursuing when buying something, and why we buy this particular. It seems to me that this is a very exciting study of human psychology.
We always have countless reasons why we buy more things than we need. Some motives come from society, the society that surrounds us. But other reasons, it seems to me, are within ourselves. Either way, coming to a healthy understanding of why we buy more than we need is a worthy goal.
It seems to me that one of the reasons pushing us towards constant acquisition is such an interesting phenomenon as the “Diderot effect”. This is a person's motivation to overspend. It was first noted back in the 18th century by a French philosopher named Denis Diderot, and it is still prevalent among us.
The simplest explanation for the "Diderot effect" (or at least the part of me that interests me most) is that "the acquisition of a new object occurs as a result of the emergence of an acquisition spiral."
In other words, the acquisition of one new item often leads to the purchase of another. This problem is best illustrated by an old anecdote:
- Rabinovich, why won't you buy yourself new galoshes?
- So what? Well, I bought myself new galoshes and what next? They need new boots now! Trousers for boots, jacket for trousers. And there is a coat and a hat!
The purchase of a new thing (galoshes) resulted in the need for further acquisition. But this is just a small example. There are many more examples of the "Diderot effect" around us:
Promotional video:
- We buy a new dress … and immediately start looking for new accessories to match one another. “I cannot wear this dress! I have nothing for him, no purse, no shoes! I'm not talking about jewelry! " How familiar, isn't it!
- We brought home a new sofa … and suddenly it turns out that all the furniture in our living room needs to be replaced.
- We buy a new, more expensive car … and immediately start spending money on more expensive car washes, more expensive gasoline, or a covered parking space.
- We moved into a new apartment … and immediately change our bedroom set for a new one.
In each specific situation, the reality is that we already have the required amount of shoes and furniture for the bedroom, which is quite enough for us. But as soon as we bought something new, we immediately fell into the "spiral of consumption".
Denis Diderot noted this phenomenon in an essay entitled "Regretting My Old Dressing Gown." In a fictional plot, he receives a new, elegant robe from his friend. However, having received the robe, Diderot notices that all the rest of his property looks gray and faded in comparison with the new one. He begins to replace everything that surrounds him, including even the paintings on the walls. And towards the end of the story, Denis Diderot notes: “I was the absolute master of my old robe, but I became a slave to the new one.”
Thus, Diderot explains how buying a new thing very often leads to even more consumption. But more than that, he claims that we begin to identify ourselves with our things and look for new things that fit into our idea of "beautiful". Following the whims of fashion, we rarely think about the functionality of the things we buy. But clothes are just fabric that covers our body, which we completely unfairly turned into a means of self-expression.
All of the above suggests that once we understand that each purchase entails the next, we can break the chain of endless acquisitions. Because once you understand the principle, you can break your "Diderot cycle".
How, then, could we overcome the influence of the "Diderot effect" on our lives and resist this endless string of unnecessary consumerism? Let me share some thoughts:
1. It is necessary to realize that this is happening in our lives. Watch when they are trying to get you into the spiral of consumption. You are forced to buy things not because you need them, but only because you bought something new. Remember Rabinovich's galoshes!
2. Analyze and forecast your expenses. Stores can be lured by sales and discounts. But keep in mind that buying a new item on sale can lead to a further update of your wardrobe, which was not previously part of your plans.
3. Avoid unnecessary new purchases. It is very difficult to resist the “Diderot effect”, it requires enormous efforts. Try to buy only those things that you really need, avoiding the desire to change all the furniture in the living room for a new sofa.
4. Often remind yourself that it is you who own the property, not you. The fullness of life is not a thing that you own. Your possessions do not define you or your happiness regardless of what marketers try to impose on you.
5. Buy things according to their usefulness, not their status. Stop trying to impress other people with your things and start impressing with your actions, your life.
Remember the "Diderot effect" in your own daily life. Very soon, after you begin to notice him around you, he will have less and less influence on your life. Unnecessary purchases will stop emptying your wallet. But only on condition that the wallet matches your bag;)
