The Psychological Drive Behind Collecting: A Study of Control and Structure
From stamps and coins to experiences like visiting every national park, the human inclination to collect transcends cultures and generations. Recent insights from the Eller College of Management at the University of Arizona suggest that this universal behavior is deeply rooted in a desire for control, particularly during periods of uncertainty.
Martin Reimann, McClelland Associate Professor of Marketing, spearheaded a study published in the Journal of Consumer Research, which explored various collecting behaviors. The research team, which included Merrie Brucks and C. Clark Cao, examined activities ranging from crowdfunding and video games to vinyl records and tourism.
The study utilized psychological assessments to evaluate participants’ need for control, both as a consistent personality trait and as a reaction to chaotic situations like the COVID-19 pandemic. According to Reimann, “After the onset of COVID-19, we saw a significant spike in crowdfunding support for collectible products.” This trend illustrated how people turned to collecting as a means to impose order on their lives.
Participants with a strong desire for control demonstrated a notable urge to complete their collections. In simulated scenarios involving vinyl records, those with heightened control needs were prepared to invest more time and money to achieve a complete set.
The research extended into digital realms as well. In one experiment with the video game “Genshin Impact,” players were presented with character sets at varying levels of completeness. The results showed that players were more driven to continue collecting when the collection was nearly complete, highlighting the importance of clear structure.
Reimann observed, “Structure is what makes collecting so powerful. When people collect a set – whether it’s vinyl records, coins or even Tolkien novels – they’re creating a complete, holistic entity. That’s deeply satisfying.”
Reimann himself is an avid collector, sharing, “I collect ammonites, actually – fossils from a quarry near where I grew up in Germany. I’ve chiseled some out myself. It gives me structure, a sense of achievement.”
Implications for Businesses and Consumers
The findings offer valuable insights for both consumers and companies. For businesses, the research suggests that marketing products as part of finite sets can be highly effective. This strategy is exemplified by the Pokémon franchise, whose success is largely due to its “Gotta Catch ‘Em All” philosophy.
“Collections have this property that they signal structure,” Reimann noted. “Many are finite, like the original Star Wars figurines or Euro coins from member countries, so when you have them all, you’ve fulfilled the collection, and the structure is perfect.”
However, Reimann cautioned against overextending this strategy by continually introducing new items, which can frustrate consumers who believe they have completed their collections.
For consumers, understanding the psychological appeal of collecting can clarify why people engage in hobbies like trading cards or digital asset collections. While these activities can provide solace in tumultuous times, they also risk evolving into compulsive spending habits.
Despite potential pitfalls, Reimann emphasized that collecting will persist as a fundamental human activity, offering individuals a way to navigate through unpredictability. “At its core, collecting isn’t just about things,” he stated. “It’s about creating structure in uncertain times.”
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