Introduction.

Are you the type who are easily enticed by “SALE?” or “50% discount” or “buy-one-take-one”? Are
you the type who go back to the mall to buy some things to complement the newly-purchased item?
Have you ever bought something, from the mall or through on-line shop and regretted when you
realized it is not the quality you wish to have? If your answer to all is yes, then “Diderot Effect”, one
phenomenon of consumption, has already taken hold of you. (Note: this phenomenon suggests that one
innocent purchase can unexpectedly spiral into an endless cycle of complementary consumption: the
kind which preys on one’s yearning for a cohesive identity-Essay, “Regrets on parting with my Old
dressing Gown”by 18th cent. French philosopher DenisDiderot) This is the sway of consumption in
shaping an individual’s desire to streamline the material self. We start with an earring to a need for a
ring that will go with it, to a necklace to match both to a watch that will tie all together.