In the 18th century, there was a famous French philosopher named Denis Diderot. He was brilliant, but he was broke.
One day, everything changed. The Empress of Russia heard of his financial troubles and bought his library for a massive sum of money. Suddenly, Diderot was rich.
To celebrate, he bought himself a beautiful, expensive scarlet robe.
It was magnificent. But as he sat in his study wearing his new robe, he noticed something annoying. His old rug looked tattered and cheap compared to the robe.
So, he replaced the rug with a luxury one from Damascus.
But then, his wooden chair looked ugly sitting on the new rug. So he bought a leather chair. Then his desk looked dusty, so he bought a new desk. Then the paintings on the wall looked low-class, so he bought new art.
Within a few months, Diderot had replaced everything in his room. He had spent all his money. He was broke again.
He later wrote an essay titled: “Regrets on Parting with My Old Dressing Gown.” In it, he wrote a sentence that explains modern capitalism perfectly:
“I was absolute master of my old dressing gown, but I have become a slave to my new one.”
The Chain Reaction of Consumption
This phenomenon is now called The Diderot Effect.
It states that obtaining a new possession often creates a spiral of consumption that leads you to acquire more new things.
We have all fallen for this trap:
- The Gym Example: You join a gym. You can’t wear your old t-shirt, so you buy “gym gear.” Then you need the expensive running shoes to match. Then you need the Apple Watch to track the steps. You spent $500 before you lifted a single weight.
- The iPhone Example: You buy the new iPhone. Suddenly, your old headphones feel outdated. You buy AirPods. Then you need a MagSafe case. Then you need a wireless charger.
- The Home Renovation: You buy a new couch. Suddenly, the carpet looks dirty. You replace the carpet. Now the walls look dull. You paint the walls.
One purchase becomes a seed for ten more purchases.
You Are Not Buying Stuff, You Are Buying an Identity..
Why do we do this? Are we just stupid?
No. The Diderot Effect happens because we are trying to build a cohesive identity.
When Diderot bought the robe, he upgraded his identity to “Rich Nobleman.” But the rest of his house still had the identity of “Poor Writer.” The tension between these two identities caused him pain. He spent money to resolve the tension.
We buy things to signal who we want to be.
- We buy a Patagonia vest to look like an “Outdoorsy Adventurer.”
- We buy a Moleskine notebook to look like a “Serious Creative.”
But because these are just props, they never feel like enough.
How to Break the Chain
If you don’t interrupt the Diderot Effect, you will be on a treadmill of spending forever. There will always be a “next level” to upgrade to.
Here is how to stop the spiral:
1. Avoid the “Trigger Purchase”
The most dangerous purchase is the first one. That new suit isn’t just $500; it is a commitment to buy a new shirt, new tie, and new shoes.
Before you buy something “out of character” or significantly nicer than what you own, ask: “What else will this make me want to buy?”
2. Set Boundaries (The “One-In, One-Out” Rule)
If you buy a new item, you must give away or sell an old one. This stops you from accumulating clutter. But more importantly, it forces you to pause. Do I want this new shirt enough to throw away my favorite old one? Usually, the answer is no.
3. Practice “Downgrading”
The only way to be free is to stop caring if your things “match.”
Be the guy with the $2,000 laptop and the $20 backpack. Be the girl with the expensive shoes and the cheap car.
Embrace the mismatch. It proves that you are confident enough to not need a curated set of props.
Conclusion
Diderot learned his lesson too late. He ended his life realizing that his old, tattered robe was actually better—because in it, he was free. In the new robe, he was stressed, maintaining an image he couldn’t afford.
Your stuff should serve you. You should not serve your stuff.
Don’t let a scarlet robe ruin your life.
The Challenge:
Go to your closet or your desk. Identify one “Trigger Item” you bought recently that is making you want to buy more things to match it (e.g., a gaming console, a fancy camera, a new suit).
Commit to NOT buying the accessories for 30 days. Break the chain. Use what you have.