Collecting, a widespread human behavior, spans various items and experiences, from baseball cards to travel checklists. A recent study sheds light on the underlying motivations behind this phenomenon.

According to research from the University of arizona, the urge to collect is rooted in a desire for control, especially during times of uncertainty. This psychological need to manage one’s habitat drives individuals to seek order through collections.

The study, featured in the Journal of Consumer Research, encompassed six projects examining diverse collecting behaviors, including crowdfunding campaigns, digital items in video games, vinyl records, and visits to tourist sites. The research team included Martin Reimann, McClelland associate professor of marketing in the Eller College of Management, Merrie Brucks, professor emerita of marketing at Eller, and lead author C. Clark Cao, assistant professor of marketing at lingnan University in Hong Kong.

Researchers utilized psychological questionnaires to assess the desire for control, both as a personality trait and as a temporary response to uncertain periods, such as the COVID-19 pandemic.

“After the onset of COVID-19, we saw a notable spike in crowdfunding support for collectible products,” Reimann says.

“It was a real-world example of people turning to collecting as a way to regain a sense of order.”

The study found that individuals with a strong desire for control were more inclined to complete collections. In a hypothetical scenario involving vinyl album collecting, those with a higher desire for control expressed a greater willingness to invest time and money to complete their collection.

This desire for structure extends to the digital realm. A study within the video game Genshin Impact revealed that players were more motivated to continue collecting character sets when the sets were nearly complete and the collection’s structure was clear.

“Structure is what makes collecting so powerful,” reimann says. “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 admits to being a collector himself, stating, “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. It’s a very personal example of what we studied.”

Reimann notes that their findings have implications for businesses. Companies can succeed by designing and marketing products as part of clear, completable sets, whether physical items like toys and coins or digital goods like badges and avatars. The Pokémon franchise, valued at over $100 billion, exemplifies this with its “Gotta Catch ‘Em All” tagline.

“Collections have this property that they signal structure,” Reimann says. “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. That’s why framing products as completable sets can be so powerful.”

However, Reimann cautions against businesses excessively adding new items, which can frustrate consumers who believed their sets were complete.

For consumers, this research explains the appeal of hobbies like trading cards, collecting digital assets, or creating travel checklists. Collecting can alleviate feelings of chaos and anxiety during uncertain times but may lead to compulsive spending if unchecked.

Reimann concludes that collecting will remain a fundamental aspect of human behavior as individuals seek ways to navigate challenging times.”At its core, collecting isn’t just about things,” Reimann says. “It’s about creating structure in uncertain times.”

“Structure is what makes collecting so powerful…they’re creating a complete, holistic entity. That’s deeply satisfying.”

The Psychology Behind Collecting

Why do humans collect? The answer lies in our innate need for control and structure, especially when the world around us feels chaotic. Collecting provides a sense of accomplishment and order, turning uncertainty into a manageable pursuit.

Implications for Businesses

Businesses can leverage the psychology of collecting by designing and marketing products as part of clear, completable sets.This strategy taps into consumers’ desire for structure and accomplishment, driving sales and engagement.

However, it’s crucial to avoid frustrating consumers by constantly adding new items to existing collections.Maintaining a balance between offering new content and respecting the completeness of existing sets is key to long-term success.

Collecting in Uncertain Times

In times of uncertainty, collecting offers a sense of control and normalcy. Whether it’s physical items or digital assets, the act of collecting provides a structured activity that can alleviate anxiety and stress.

Though, it’s critically important to be mindful of the potential for compulsive spending. Setting limits and focusing on the enjoyment of the hobby can help prevent collecting from becoming a financial burden.