Like McGracken's “The Diderot Effect”, he emphasizes that “we try to maintain a coherent moral and aesthetic quality (Purchase Point p.30)”. Using this concept with reference to my shopping experience at Lululemon Athletica last week, I purchased a yoga mat and some yoga clothes; and, not surprisingly, it was an expensive affair. It comes to the question: why do I keep shopping at Lululemon? The answer can simply be explained by McGracken's Diderot effect because I continued to strive to upgrade my yoga attire, for better quality and better branding, compared to my previous consumption at Abercrombie and Fitch. Furthermore, it cannot be denied that Lululemon offers a variety of well-tailored yoga products with the brand logo printed which can be seen as a way to express the consumer's taste and social status. It is worth mentioning that Lululemon wearers are able to "stand out" aesthetically within the class as I have realized that there is always an unconscious "outfit competition" going on between individuals in yoga classes, especially for the group of young people. Yoga practitioners, in their hearts, tend to make comparisons with the yoga clothing of other classmates and define the social class of others by evaluating their own yoga clothes and related products. Overall, I believe that individuals have an infinite need to consume “improved” goods; therefore, it is essential to impose limits on competitive consumption on some