In 1765, the life of French philosopher Denis Diderot changed dramatically. Despite living in poverty, he was known as the co-founder and author of the extensive Encyclopedia. When his daughter was getting married and Diderot had no money for the wedding, Catherine the Great of Russia offered to take over his personal library for 1,000 livres, which today would be over 130,000 euros.

With his newly acquired wealth, Diderot purchased a striking red robe. However, this robe contrasted sharply with his ordinary possessions, so he felt the urge to upgrade his belongings. Among other things, he replaced the rug with one from Damascus, placed expensive statues in his house, bought a mirror for the mantelpiece and replaced his old wicker chair with a leather one. This phenomenon, in which one purchase leads to a series of additional purchases, is known as the "Diderot effect." A very interesting phenomenon to scrutinize further from the standpoint of positioning your brand identity.

A painting of French philosopher Denis Diderot created by Louis-Michel van Loo. (Wikimedia Commons)

The Diderot Effect

The Diderot effect is a pattern found everywhere. It illustrates how purchasing something new often leads to a consumption spiral of additional purchases, as when buying a dress followed by shoes and earrings that fit. This behavior is a chain reaction that can also be applied in marketing and branding. It highlights the power of suggestion and recollection of previous purchases to encourage customers to buy more and reinforce their interaction with a brand.

The story of Denis Diderot and the Diderot effect offers important insights for you in marketing and branding:

1. Cross-selling and upselling:

Jij kan dit effect benutten door producten of diensten aan te bieden die complementair zijn aan wat de klant al heeft gekocht. Vergelijkbaar met het kopen van een jurk en dan bijpassende schoenen en oorbellen willen hebben.

2. Product bundling:

Het Diderot-effect toont aan dat mensen geneigd zijn om bij aankoop van één item ook andere gerelateerde producten te kopen. Je kan bundeldeals aanbieden om klanten te verleiden tot extra aankopen.

3. Continuity and customer loyalty:

Zorg dat klanten een samenhangend geheel ervaren in hun interactie met jouw merk. Dit kan leiden tot herhaalde aankopen en loyaliteit. Zoals Diderot zijn huis opwaardeerde, kan jij klanten verleiden om telkens te upgraden.

4. The power of suggestion:

Het gedrag van mensen wordt vaak beïnvloed door suggesties. Je kan slimme marketingstrategieën gebruiken om klanten te stimuleren om aanvullende aankopen te doen door suggesties of aanbevelingen te doen op basis van eerdere aankopen.

5. Reminders of previous purchases:

Zoals het wassen en afdrogen van handen leidt tot het toevoegen van wasmiddel aan het boodschappenlijstje, kan jij klanten herinneren aan eerdere aankopen en hen aanmoedigen om dit opnieuw te kopen, bijvoorbeeld door middel van retargeting of gepersonaliseerde aanbiedingen.

In short, the Diderot Effect highlights the importance of understanding consumer psychological behavior and how it can be applied in marketing and branding strategies to encourage customers to buy more and stay connected to a brand.

Example

One company that does this very well is Nintendo. This company demonstrated a masterful application of the Diderot effect with the introduction of the Nintendo Switch.
With the Nintendo Switch, Nintendo was able to create a full ecosystem of accessories and games that fit perfectly with the console. The launch of new games, controllers and other accessories that enhance the gaming experience has fueled the demand for additional products, prompting Nintendo fans to enrich their gaming experience with the latest technologies and gadgets.

In addition, the introduction of the Nintendo Switch has also led to a rethinking of older gaming consoles and accessories. Many gamers may have traded in or sold their older systems and games to fund the latest Nintendo experience. This has contributed to Nintendo's renewed popularity and the growth of their ecosystem.

How can you fuel your own Diderot effect?

With good marketing, you can fuel your own Diderot effect. Customers are sensitive to this, but you have to bring it to them in the right way. After all, someone has to be convinced of the added value of an additional purchase. Although the Diderot effect is an obvious mechanism, it is something you need to handle delicately. To put it simply: trying to force all kinds of products and services down people's throats is not going to work. It's all about arousing desire. Your customer must really feel that he or she is selling himself or herself short if he or she does not take the next step after purchasing the initial service or product. Your brand identity and brand strategy are the backbone. Does your brand create this desire and is your strategy aligned with it?

Want to know more?

Do you want to know more about how you can apply the Diderot effect in the right way or how you can greatly improve your business in other ways?
Our team looks forward to meeting with you, identifying your needs and translating them into a great brand strategy. Make an appointment right here. See you soon!

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