Many Americans spend more than they earn. Typically when Americans purchase one item, an upgrade of another item is required. Upgrading one thing doesn't mean you need to upgrade another – although it sometimes feels that way. This is referred to as the Diderot effect.

The Diderot effect is a social phenomenon related to consumer goods, which results in spiraling consumption (chain purchasing) resulting from dissatisfaction created by a new possession. The term was coined by anthropologist and scholar of consumption patterns, Grant McCracken, in 1988, and is named after the French philosopher Denis Diderot (1713-1784) who first described the effect in an essay.

The term has subsequently come to be used, especially in discussion of sustainable consumption or green consumerism, to refer to the process whereby a purchase or gift creates dissatisfaction with existing possessions and environment, provoking a potentially spiraling pattern of consumption with negative environmental, psychological and social impacts.

For the unsuspecting consumer, the Diderot effect can be invisible in the marketplace. With the proliferation of commercials and other marketing strategies being thrust upon consumers around the clock, the insidious side effects can be far-reaching and damaging to individuals and families.

How can consumers avoid falling prey to the Diderot effect or chain purchasing?

• Control your desire to purchase. Stay away from malls and other places where you may be tempted to spend. When you buy a product, think about how much “more” you’ll need to fulfill that purchase.
• Create a new consumer symbolism, making it less attractive to be exclusive. Whenever you see a symbol of excessive spending, look at it for what it is: successful marketing. If you desire a certain item, ask yourself if you really need it.
• Control yourself by placing voluntary restraints on competitive consumption. Not only encourage yourself, but also encourage your friends and associates to put caps on spending. Get involved in making group decisions and suggest spending caps. You’ll often find that others are relieved to do this.
• Learn to share. Consider sharing expensive purchases (like a lawnmower) with your neighbors.
• Consider rentals or secondhand items when shopping for sporting equipment and narrow-use items. Use your local libraries for books, DVDs and CDs.
• Become an educated consumer and deconstruct the commercial system. Deconstruct every ad you see. When you see a product you want, research it and understand it before making the purchase.
• Avoid “retail therapy”. Spending can be addictive. If a particular mood or event triggers a desire to shop, find other ways to spend time or relieve stress.
• Make time. Look for ways to reduce the time you spend working so you can increase the time doing things that are more valuable to you, and things that potentially can save you money. Choose activities to do with that extra time that don’t involve spending and consumerism.
• Work toward coordinated intervention. Look for larger societal solutions to this issue. Get involved in organizations that focus on consumer issues and reducing spending.

Source: Deborah J. Taylor, Extension Agent, Orange County

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