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Diderot effect
Definition
The phenomenon of purchasing a certain item and then continuing to purchase products that go well with it was named the Diderot effect by American sociologist Grant McCracken after Diderot.
Explanation
The Diderot effect is often used in brand marketing. A representative brand is Apple. There are customers who consider the functional aspect of compatibility when they want to buy all Apple products, but the emotional stability that comes from the same design also plays a part. For example, if you search #applefarm on social media, you can often see pictures of iPhones, iPads, MacBooks, AirPods, and Apple Watches all gathered together. At this time, consumers feel a sense of stability when they see the Apple logo and a lineup of products that stimulate emotional and visual unity.
Importance
The Diderot effect is mainly used as a strategy to convert low-value customers who only buy one product of a particular brand into loyal customers. An essential strategy in branding!
This is the effect reported by Kim Min-su.
