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Panoplie effect
The Panoplie effect refers to a psychological phenomenon in which, when consuming a particular product, one feels as if one belongs to a group that consumes that product. Panoplie is the French word for 'group'.
The panoply effect is similar to children using pretend play to create their imaginations. The consumer group for a product that they want to feel a sense of belonging to is the group that they usually desire. This means purchasing a luxury product or a specific brand and projecting themselves onto the product/brand.
The panoply effect is a concept first coined by French social philosopher Jean Baudrillard in the 1980s.