We buy things we don't need. Diderot effect: why we want to have things we don't need - and what to do about it. Psychological tricks in stores

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The house of a woman is a continuation of her and in many ways reflects the character of her mistress. However, the things we fill it with are not only beneficial. They clutter up free space and even pose a health hazard.

website I tried to find out from what familiar things you need to expect a dirty trick, although at first glance everything is in order.

Disposable and plastic tableware

It is light and colorful, and disposable also does not need to be washed after eating. Only designers advise adult women to refuse such dishes. It is used for a picnic when there are small children, but not on an ongoing basis. Moreover, now you can find many budget and stylish options for tableware.

Lucky with "surprise"

Many varnishes contain toluene, formaldehyde, dibutyl phthalate and their derivatives - toxic substances that can cause serious harm to the body. Manicurists have a much higher chance of getting sick. They breathe in harmful fumes from drying nail polish every day.

Always read the composition of the varnish before buying and try not to wear it for more than a week. Beauty salon staff need to ventilate the premises more often and work with gloves.

Overloaded extension cord

We often have to use extension cords, especially in old houses or in the country. At the same time, it is easy to forget about simple rules and comfortable housing. An overloaded extension cord can cause a fire and looks creepy. And it also increases our chances of breaking something, tripping and earning a couple of bruises or sprains.

Vinyl wallpapers

The main component of vinyl wallpaper is polyvinyl chloride, or PVC. A poor-quality wall covering from it releases vinyl chloride fumes. At low concentrations, the harmful substance gradually affects all body systems, disrupting their work.

You should carefully approach the choice of wallpaper, and if you still prefer "plastic", it is safer to choose non-vinyl options. And you can experiment with paint.

"Temporary Furniture"

We strive to make our home truly comfortable. But nothing spoils the interior like "temporary furniture" that is bought to fill the space. And in the hope of later replacing it with dream furniture. The older we become, the more thoughtfully we should invest in furniture, acquiring classic furnishings that do not lose their value over the years.

Expired cosmetics and old samples

Cosmetics and samplers “for later” should not be used after the expiration date. They just won't work to their full potential. For example, a cream with SPF will not save you from sunburn, a tonal foundation will lie unevenly, a BB cream will become almost transparent, etc. And sometimes expired cosmetics cause irritation and provoke acne.

Air freshener

An air freshener is a frequent guest in the home restroom. However, many air fresheners contain harmful substances that are not indicated on the labels.

As an alternative to air fresheners, you can use a powerful hood, natural essential oils, sachets and even aroma stones. The latter options look very impressive and give the room a special chic.

Sofa book instead of a bed

The older we get, the more comfortable our bed should be. When it does not need to be constantly cleaned, it is filled with high-quality linen, and there is a hill of soft pillows on top, sleep will become a real relaxation for body and soul.

Bathroom curtain that has never been washed

Scientists note that soap stains on shower curtains are actually accumulations of bacteria. They can cause various opportunistic infections in immunocompromised people. To maintain hygiene and beauty in the bathroom, you should regularly wash the shower curtain with baking soda or vinegar.

Old business cards and magazines

If you still have thick business card holders, as was fashionable in the early 2000s, it's time to throw them away. Today they look strange, and hardly anyone will need a business card from the company where you worked 5-10 years ago. And the contacts of most people are easy to find on the Internet.

Glossy cutouts can become part of a beautiful collage or come in handy as a source of inspiration for designers, fashion designers and other creative people. However, the old magazines that have been collecting dust on the shelves for more than a year, taking up space and creating chaos, it's time to say goodbye.

Towels in the bathroom

Towels hanging in a warm, damp bathroom are large, fluffy "comfort homes" for bacteria. And although with most of them we have adapted to live side by side, it is better to play it safe. Especially since many people casually wash their hands, then wipe them on towels and carry microorganisms from the street home, into an ideal environment for reproduction.

The most effective remedy against bacteria is to wash bath and kitchen towels at least once a week. It is also recommended to thoroughly dry them immediately after use. And in the bathroom it is very difficult to do.

old carpets

Carpets are large dust collectors that need to be properly vacuumed about twice a week and periodically given to professional cleaning. Therefore, many of us have already decided to abandon them, rolled them up and put them on the balcony, in the pantry or taken to the country. In this case, it's time to either throw them out, or try to find new owners for them. Even when rolled up, carpets collect dust and take up space.

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Each of us probably got into a situation when he went to the store for bread, and returned with full packages. And it’s also good if there was bread among the products and you didn’t have to go for it again. Why is this happening?

We are in website collected the main situations when we buy not what we planned, but at the same time found ways to deal with it.

1. Diderot effect

The Diderot effect is that buying one thing leads you to buy another. The old items start to look old and you start to change them. This process is endless, as the new thing soon turns into the old one and needs to be replaced again.

The effect is named after the philosopher Denis Diderot. He was not rich, but once he received a large amount of money, he bought a magnificent scarlet robe. These clothes stood out so much from his other things that he gradually began to replace old items with new ones.

• How to fight? Think before buying whether you associate any hopes and expectations with it. Thinking about a new smartphone to stay connected and get more done at work? Maybe you really dream of raising or increasing your earnings? Wouldn't it be more effective to reconsider your attitude to work?

2. Snob effect

When you buy something that others don't buy just because you want to stand out, it's called the snob effect. Many people love to be noticed. A new and unusual thing is the best way to attract him.

• How to fight? Make a list of topics you are good at and things you are proud of. It won't be too small, see for yourself. After all, you can attract attention not only with an unusual thing, but also with an interesting conversation or just a positive attitude that you maintain, despite life's troubles.

3. Effect of imitation

This is the opposite of the snob effect. A person buys what is fashionable and everyone has it. The thing may not suit you or your living conditions at all, but you will acquire it in order to be “on the wave”.

• How to fight? Before buying any obligatory item, ask yourself the question: “Why did I decide to take this?” Perhaps you really like and need it. Or maybe you just succumbed to the influence of other people.

4. Things for the future

People are used to believing in the best. And inside we are all preparing for it. In particular, we buy some things for the future. For example, a skirt two sizes smaller as an incentive to lose weight. Or shoes for a dream date when a lover is not even in mind.

• How to fight? Remember that buying the next thing will not magically make you slimmer, smarter and more attractive. This requires work on yourself. And none of the most expensive or fashionable thing will bring closer the happy future we live in anticipation of.

5. Spontaneous purchases that lift your spirits

It's been a rough day, and on your way home you decide to stop by your favorite store. And they must have bought something. After all, you deserve a small reward. Only now the joy of such a purchase is likely to be fleeting. And the thing will be forgotten or even start to upset you: why was it necessary to spend your hard-earned money on such nonsense?

• How to fight? The desire to buy arises from a lack of positive emotions. Find a business that will help you deal with bad mood, fatigue and stress.

6. Psychological tricks in stores

Pleasant music, warm colors, delicious aromas - all this affects us when we enter the store, although we may not even be aware of it. It is warm there, the windows may be curtained or absent altogether. However, like the clock. We relax, we lose track of time, and it is easier to persuade us to buy something.

• How to fight? Go to the store full and with music playing in your headphones. So you can abstract as much as possible from the tricks of marketers.

7. Promotions, sales

One of the most common reasons why people buy things they didn't intend to. We are often offered 3 products for the price of 2, as well as a 50% discount (and always “only today”). It seems that this is a really good offer, and we buy things on sale, even if we went for something completely different.

• How to fight? Limit the space occupied by things. For example, allocate one closet for them and make sure that it is not crowded.

8. Cheap stuff

Trying to save money, we buy cheaper analogues of the things we need. But often this benefit is just an illusion. If good jeans can last for several years, then cheap ones will quickly tear and wear out, and you will have to buy new ones.

• How to fight? No wonder there was a saying that the miser pays twice. If you save now, you can spend even more on repairs or replacements in the future. When choosing a product, always pay attention to quality, and not just its cost.

9. Persuasive consultants

Many consultants, whose task is primarily to sell goods, know how to win over. They may “secretly” advise not to buy some thing, as it is not very good, but offer another one. They know exactly the quality of their product. And of course, consultants will definitely pick up exactly what you dreamed of. Even if at the checkout instead of one T-shirt you have a whole wardrobe.

• How to fight? Be clear about what you want to buy. Search the Internet for information beforehand to ask fewer questions. Consultants seek out, first of all, those who doubt the choice of a particular product. It is easier to convince such people to buy. And you can also take your friends with you - it will be much more difficult to influence everyone.

10. Our fears

We often worry about and without. This is how our psyche works. And passing by some thing that we didn’t plan to buy now, we think: maybe later there will be no money and it’s better to buy it now? Not the last role is played by the refusals of parents to buy something for us in childhood.

• How to fight? Imagine that you have to move to another country. What would you take with you? Not very much, right? These are the things you really need. Why continue to acquire unnecessary junk? It is better to spend money on trips or interesting events that will give you much more emotions and bring some experience.

We are in website we stand for reasonable consumption and we will be glad if the next time your hand reaches for another unnecessary cream for a promotion, you remember this article and do not get money.

Diderot himself, by the way, later realized what a trap he had fallen into. In his essay, which was called “Regrets about my old dressing gown”, he wrote: “Let my example be a science for you. Poverty has its liberties, wealth has its constraints.”

I rearrange things in the basement and find a large can of water-based paint. What is she doing here, I wonder. What's left of the renovation. I'll throw it out. Since there were a hell of a lot of repairs in my life, now I already know perfectly well that all these cans of paint, on which the color number has long been erased, all these paint rollers and several ceramic tiles, water-based emulsions and putties should simply be thrown away.

But before, for some reason, they lived with me for years on distant shelves, turning into fossils under their covers. For some reason, the heavy tile took up space, and it was worth the effort and, perhaps, the lowering of the kidney to move it. These things seemed to me necessary. It looked like they would come in handy someday. But "someday" never comes. Did you get?

Our people outside the city - especially those who live almost in the barracks - like to seize the public zemstvo by themselves. Therefore, citizens built front gardens and planted vegetable gardens in public areas. They also installed shells and “beautiful” rusty garages.

Recently, an announcement appeared on all these architectural structures: they say, citizens, demolish all this in a good way, because improvement is coming. After all, you are Moscow. And very slowly, one by one, reluctantly, the owners of the garages began to break them.

Where there were iron sheds, square voids formed, under each former garage there was a garbage heap. Because he who loves to take over the land himself hates to clean up after himself.

Our people hate to throw away and do not understand what is superfluous and unnecessary

And what do you think makes up most of these heaps? That's right, petrified bags of sand concrete and many years old tin cans of paint. If these building materials were not useful to these garage guys, who everyone wants to put into action someday, then we don’t need them, and even more so.

I will specifically make a note here for those who read diagonally and then write comments. This text is not about paint and tiles. This is a text about fouling unnecessary.

I believe that our people hate to throw away and do not understand what is superfluous and unnecessary. They strive to acquire things in order to live with difficulty between them later. The aspiration is so not new that it is even on the list of sins and is called mischief. This is a sinful passion, which consists in the desire to acquire things without visible benefit for oneself, collecting unnecessary things.

Personally, as an atheist, I take the description of this sin as an accurate observation of our ancestors of human nature. Which, of course, hasn't changed at all in a thousand years. We still store all sorts of rubbish as something unrealistically valuable, we still produce it and do not let it get rid of it.

I have several familiar families who live in tiny Khrushchevs. They always have one room littered with rubbish. Although you can not complain that the apartment is too spacious to live. Just overwhelmed historically, and that's it.

And what does your balcony look like, or rather, a loggia? Maybe yours is clean, fresh and serves to go to the window with a cup of coffee and look out at the beautiful view. I know for sure a dozen loggias where there are some old yellow newspapers, ancient jam jars, broken skis, old spotted blankets, some bundles with some things and something else.

If we throw it away, will poverty set in immediately?

And until the son has a brave wife who dares to dismantle the loggia, while everyone interferes, snatches objects from their hands and argues about the need for everyone, things will be stored on the balcony.

There will be three broken washing machines and an untied skirt, which the mother of the family started immediately after her marriage, but gave birth to two, waited for grandchildren - and no longer up to the skirt. But he won’t let him throw it away, he will prove that he will still tie.

There will be a box with some documents that friends asked me to give before they went abroad. And that's where, it turns out, the cat went secretly to write.

And what do you have? Could these items ever come in handy if no one even remembers what's in there? Why is it all stacked up? If we throw it away, will poverty set in immediately?

Not so long ago, a very elderly beautiful woman died. We came to sort out her things. A ton of beautiful books and suitcases with her school dresses. Travel souvenirs and stacks of Ogonyok magazine. A lot of things are in good hands. A lot has been thrown out.

Things, even very beloved ones, if they are not paintings by Picasso and not an antique sideboard - not something that will later go to auction for a lot of money - alas, they cannot survive us. But if you don't throw away the can of emulsion and newspapers from the loggia now, they will live in a petrified form longer than you and me.

Every morning you open your wardrobe, look around at a pile of things, and not one of them makes you want to wear it. Familiar situation? Or here's another one: you go into the store "just for a minute" and find yourself an hour and a half later with packages of things - you return home and realize that it was hardly worth buying this sweater with strange embroidery and a dress that you walk out only once, and then is not a fact. What makes us buy so many unnecessary things? And how to get out of this vicious circle? We decided to look into the issue and give some useful tips on how to avoid spontaneous shopping.

Chasing trends

The rule “everyone ran and I ran” sometimes even applies to dedicated shopping ascetics. When you regularly stumble upon articles about the season's top buys and hottest trends, you are automatically hooked: buy this item now. The fashion industry is a huge business machine whose job is to sell you as many unwanted (often) clothes as possible. But the reality is that most of those same trends have a short lifespan: a season, a maximum of two or three.

Way out. Do not try to buy all the must-haves of the season at once. Instead of updating your wardrobe every season, create a base of things that you really like/fit and simply complement them with more fashionable items. Learn to listen to yourself: do you really like this or that trend, or is the effect of mass insanity triggered?

ImYanis/shutterstock

Aggressive marketing

The modern economy and advertising in general work to artificially increase demand. The promotion of goods follows a simple pattern: an attractive image creates the illusion that if we buy this product, we can get closer to the image in the picture or get the life we ​​dream of. In the context of clothing, everything happens in exactly the same way. We see photos of bloggers on Instagram or an advertising campaign with a beautiful model and think that buying a bag, shoes or dress will make us as successful/beautiful/desirable as the heroines who promote them. But in reality, everything is much more prosaic: many fashionable must-haves look great on models and not very adequately on ordinary people, and products that are not obviously promoted in promoted Instagram accounts turn out to be just well-paid advertising.

Way out. Try to adequately evaluate, firstly, the suitability of the advertised items for ordinary people and, secondly, the compliance of certain trends/things with your lifestyle. If you live in central Russia and do not have personal transport, it is unlikely that any fur-lined sleepers will be useful to you for more than a couple of months a year. Living in the modern world, it is impossible to completely ignore the pressure of advertising, but you can control its impact.

Too low prices

Since the mass market has entered the forefront of the fashion industry, the process of production and consumption of clothing has become gigantic. The statistics are frightening: more than 80 billion wardrobe items are consumed annually in the world, and in the United States alone, the volume of textile waste is more than 15 million tons per year. Cheap clothes make it possible for us to buy more now: a low price increases demand many times over. It's tempting to be able to have a lot of things for relatively little money, but that's often just a misleading impression. Just think about how much you paid in total for a dozen T-shirts that fell into disrepair after a couple of washes, synthetic dresses that turned out to be impossible to walk in in the heat, and leatherette shoes that became torture for your feet.

Way out. We have said this more than once, but we repeat:. You don’t need to completely abandon, but approach things wisely: study the composition of fabrics and the quality of seams, the relevance of things for the next few seasons and the convenience of the model. Often it is really much more economical to buy one thing more expensive, but of better quality than several cheaper analogues. This rule also applies to sales: do not spend money on something just because it is offered to you at a discount of 70% or more.

Africa Studio/shutterstock

Spontaneous shopping

Often we go shopping just like that, without a purpose - to unwind, kill time or cheer up. Such situations most often lead to spontaneous shopping: they seem to have bought a thing, but they themselves did not understand why. But buying just for the sake of buying is almost always impractical: most likely, it will hang in the closet like a dead weight. Sometimes the very fact of acquisition, possession is important to us, and what exactly is the tenth thing. Psychologists believe that the process of buying something makes us feel more important - I have (a thing/opportunity to buy), therefore I exist.

Way out. Try not to go shopping (online or physical - it doesn't matter) out of boredom or in a bad mood: the feeling of wasted time can make you buy "at least something" so as not to leave the store empty-handed. Do you remember that experts advise not to go grocery shopping on an empty stomach and always have a list of necessary products with you? It's the same here: before shopping, make a list of the wardrobe items you need/want to buy and stick to the plan. The more detailed the description of the item (a midi-length dress with a floral print, black straight-cut trousers with a belt), the less likely it is to miss. But do not deprive yourself of the opportunity to go beyond the established limits - it happens that instead of jeans for every day, you come across the perfect jacket that you have been looking for for a long time, and even at a nice price. As a last resort, you always have at least two weeks to keep the item for yourself or return it to the store, so remember to keep receipts.

Things that do not fit in size / style / season

Each of us at least once in our lives bought things “for the future”. Is the skirt tight at the waist? Nothing, there will be an incentive to lose weight. Is the shirt a couple sizes too big? Can be sutured. Shoes that are unbearably tight? Spread. In reality, the result is almost always the same: we never manage to lose weight to the desired size (or by that time the thing goes out of fashion), there is always no time to take the shirt to the atelier, and shoes, even after professional stretching, continue to unbearably rub our feet . With clothes bought out of season, it is often the same story - it is likely that after a few months you will simply stop liking it.

Way out. Let's be honest: the "Buy it now and wear it sometime later" setting almost never works. Make it a rule to buy only those things that you can wear now - well, or in the near future. Especially when it comes to the mass market: hemming can cost you almost half the price you paid in the store. When it comes to out-of-season shopping, the only exceptions are classic wardrobe items (like a tailored coat that fits you perfectly) or things that you really like.

fiphoto/shutterstock

Deceptive fitting rooms and overly accommodating consultants

It's no secret that one of the main tools that stores use to stimulate sales is the right mirrors and lighting in fitting rooms, which make us slimmer and more attractive. Or vice versa, it happens, after trying on, it seems to us that we urgently need to lose weight by at least five kilograms and in general you can’t live with such an appearance, let alone buy new clothes. Caring consultants also add fuel to the fire, ready to shower us with compliments and offer models that “will definitely suit you”, so as not to let us leave the store without a purchase.

Way out. If you feel that you cannot make a decision without outside help, take with you on a shopping trip a person whose opinion you trust. A best friend/boyfriend/mum who can't objectively tell if these pants dye you or not doesn't count. After buying, try on the thing at home again and look at yourself in the usual mirror and with the most successful lighting - of course, this is not a panacea, but this way a picture closer to reality will form in your head.

James Clear

American blogger, entrepreneur, and athlete who writes about behavioral psychology, habit formation, and self-improvement.

Diderot effect

The famous French philosopher and writer Denis Diderot spent most of his life in poverty, but everything changed dramatically when he was 52 years old. His daughter was getting married, and Diderot could not give her a dowry. This became known to Catherine II. The Empress bought the library from Diderot and began to pay him a salary for managing this collection of books. Not long after, Diderot got a new robe. This is where everything went wrong.

The new robe was expensive and beautiful. So beautiful that the whole atmosphere of Diderot's dwelling, in comparison with him, began to seem poor and miserable. The philosopher had to buy new things. He replaced the old carpet, furniture, paintings and mirrors.

The essence of the Diderot effect is that by acquiring something new, we start the whole process of consumption. And as a result, we buy things that before that did not seem necessary to us at all for our happiness.

Why do we want things we don't need

It's completely natural. We always strive to accumulate, add, improve and expand. And we rarely try to simplify, reduce or eliminate something.

Examples are endless:

• You bought a new dress and now you need shoes to match it.
• You bought a gym membership and now spend money on massage rollers, knee pads and special meals.
• You bought a new sofa, and it began to seem to you that you need to replace all the rest of the furniture.

How to deal with it

Here are some tips to help you overcome the cravings for unnecessary purchases.

Avoid temptations

Each habit has its own trigger - a signal that leads to action. Avoid triggers that make you want to buy. Unsubscribe from mailing lists of online stores. Meet your friends in the park, not in the mall. Block websites of your favorite online stores with the Freedom app.

Buy things based on what you already have

Choose items that match what you already have in your wardrobe. Buy new appliances that are compatible with what you have at home. Then you do not have to spend money on new chargers, adapters and cables.

Buy one thing, give another

Bought a new TV? Give someone the old one instead of moving it to another room. Don't let things pile up.

Don't buy anything new for at least a month

Set a goal to limit your purchases. Don't buy a new lawn mower, borrow it from your neighbors. If you need clothes, go to a thrift store, not a normal one.

Change the way you shop

We will never completely get rid of the desire to buy things, there will always be something newer and better. Having bought an expensive car, we will start dreaming about a private jet. You can calm down only by realizing that the desire to buy is just one of the possible behaviors, and not an order that must be followed unquestioningly.

conclusions

If we learn to reduce the continuous flow, our lives will change for the better. This does not mean that it is necessary to strive for complete asceticism. The main thing is that the number of things in your life is optimal.

Finally, let us recall the words of Diderot.

Let my example be a science for you. Poverty has its liberties, wealth has its constraints.

Denis Diderot