The Diderot Effect: Buying an Identity

You need a calm, focused, “zen” workout area. So you buy a yoga mat.

Some dumbbells. Maybe even a new smart TV to cast the workouts. Suddenly,

you didn’t just buy a bike. You bought an identity. This is the core psychology of the

Diderot Effect: identity consistency. As humans, we crave coherence. We want our external

world to match our internal self-image. When you buy a high-status item—a luxury car, a designer handbag,

a flagship phone—you aren’t just buying an object. You’re upgrading who you believe

you are. If you see yourself as a Honda Civic person, jeans and McDonald’s

feel fine.