Behavioral psychologist Chantal van der Leest examines our behavior in the workplace: who or what determines our daily decisions? Today: the Diderot effect
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No idea why I needed a new tablet, but once in the store I was sure I couldn’t live without it. Immediately I got into a buying spiral. A precious drawing pen was part of it, of course. A smart case with keyboard too. Expensive note-taking apps and a subscription for extra storage. And when I started using my brand-new tablet and put it in my favorite bag, I suddenly found it quite worn out and in need of replacement.
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Before I knew it I had become a slave to my new gadget. Hundreds of euros lighter, I woke up from my shopping spree and remembered an essay by the French philosopher Denis Diderot. As early as the 18th century, he wrote that he received a beautiful scarlet robe, which plunged himself into debt. He never wanted new things, but compared to the present, his other possessions seemed very shabby. So he replaced his wicker chair with a precious leather armchair, bought a new writing desk and paintings.
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Everyone probably recognizes this Diderot effect. You replace your refrigerator, but suddenly the entire kitchen seems to need replacing. You buy a new jacket and are suddenly looking at the pants and shoes. A new gym membership practically begs for new clothes, water bottle and a sports watch. A good seller will of course make good use of this. Think of all those packs and expansions that you can – or almost must – order with a new car or game console.
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Smart wish list
If you don’t want to be faced with extra costs like Diderot after this gift month, make a smart wish list. Does the gift match the things you already have? Is the gift complete? How much cost do you want to make for stuff that you have to buy?
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It might be even better not to want anything at all. Stuff those unread advertising brochures with the old paper and stay away from shopping centers. Your stuff may be a bit older, but it’s also part of you. Diderot not only went into debt with his new purchases, but also lost himself. His old beloved robe told him he was a writer. There was dust on it from the books he read, ink from his quill pen. With his new dressing gown, no one knew who he was anymore.
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Would you like to know more about psychology and work? Read Chantal’s books Why perfectionists are rarely happy, 13 tips against perfectionism (2021) and Our fallible thinking at work (2018).
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