Have you ever bought one new thing… and suddenly felt the need to buy five more?
Maybe you bought a new phone, and now you want a new case, new earbuds, a new charger, and maybe even a new smartwatch to “match the setup.”
If yes, don’t worry.
There’s nothing wrong with you.
You’re experiencing something called The Diderot Effect.
This simple but powerful idea was discovered by Denis Diderot, an 18th-century French philosopher.
His story explains why we buy things we never planned to—and why one purchase often snowballs into many more.
The Story Behind the Diderot Effect
Diderot was not a rich man. In fact, for most of his life, he struggled financially.
One day, a wealthy friend gifted him something beautiful—a luxurious red robe.
This robe was far nicer than anything he owned.
When he wore it, he suddenly felt everything else in his house looked shabby.
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His old chair looked too cheap.
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His desk looked worn-out.
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His bookshelf looked messy.
So he began replacing them—one by one.
A new robe led to a new chair, which led to a new table, which led to new artwork…
Before he knew it, he spent more money renovating his entire house than the value of the original gift.
This chain reaction—buying more things to match a new purchase—is now called the Diderot Effect.
How the Diderot Effect Happens to You and Me
Buying a New Phone
You upgrade to the latest iPhone.
Suddenly you feel your old headphones don’t look right.
Then you want a new case, power bank, AirPods, MagSafe charger, screen guard…
One purchase turns into five.
New House or New Room
You shift to a new apartment.
Now the old sofa feels out of place.
So you buy a new sofa, then new curtains, a carpet, wall frame, better lighting.
You didn’t plan it.
The Diderot Effect did.
New Gym Membership
People who join a gym often feel the need to buy:
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new shoes
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new gym outfits
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new water bottle
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smartwatch
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supplements
The new identity (“I am a gym person now”) drives new purchases.
Why the Diderot Effect is Dangerous
Because it silently makes you spend more.
You don’t decide to spend ₹50,000.
You only decided to buy one ₹5,000 item…
and the rest “happened.”
It pushes you to become a different version of yourself, one that requires more expensive things to feel complete.
How to Beat the Diderot Effect
Pause after buying something new
Ask: Do I really need additional things, or is it just the new item making me feel this way?
Follow a 24-hour rule
If you feel like buying something to “match,” wait 24 hours. The urge usually disappears.
Stick to your identity, not your items
Your value doesn’t change with a new sofa or a new phone.
Final Thoughts
The Diderot Effect is not about buying things—it’s about how one purchase silently pulls you into buying more.
Once you understand this psychological trap, you gain a powerful skill: the ability to control your spending instead of letting your spending control you.
Next time you buy something new and suddenly feel the urge to “upgrade” everything around it—remember Diderot… and his expensive red robe.
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