The Psychology of Collecting: Why We Crave Completeness in Uncertain Times
Humans have an innate desire to bring order to chaos. This drive manifests in countless ways, but perhaps nowhere is it more visible – and relatable - than in the enduring human practice of collecting. Recent research from the University of Arizona, spearheaded by marketing professor emerita brucks and assistant professor C. clark Cao at Lingnan University, sheds light on why we collect, revealing a deep psychological connection to control and structure, notably during times of uncertainty.
This isn’t simply about accumulating possessions. It’s about a fundamental human need. Let’s delve into the fascinating insights behind this behavior and what it means for both consumers and businesses.
The Need for control: A Driving Force Behind Collecting
The study explored the desire for control, examining it both as a core personality trait and as a heightened response to disruptive events like the COVID-19 pandemic. Researchers found a notable surge in crowdfunding support for collectibles following the pandemic’s onset.
This wasn’t a coincidence. Collecting provides a tangible way to regain a sense of order when the world feels unpredictable. Individuals with a stronger desire for control where demonstrably more motivated to complete collections, even expending greater effort (time and money) to do so.
Personality & Circumstance: The urge to collect is amplified when individuals feel a lack of control in their broader lives. Real-World Evidence: The spike in collectible purchases during the pandemic illustrates this principle in action.
Psychological Benefit: Completing a collection offers a satisfying sense of accomplishment and mastery.
Structure & Satisfaction: The Allure of a Complete Set
The research extended beyond hypothetical scenarios. Studies involving the popular video game Genshin Impact revealed players were substantially more engaged when presented with character sets close to completion. A clear, defined structure within the collection proved a powerful motivator.
This highlights a key element: structure is the core appeal of collecting. Whether it’s vinyl records, antique coins, or even Tolkien novels, the act of assembling a complete set creates a holistic entity that’s deeply satisfying.
Finite Sets are Key: Collections with a defined end – like original Star Wars figurines or Euro coins – are particularly compelling.
The “Perfect” Collection: Achieving completeness provides a sense of closure and fulfillment. Virtual Worlds Mirror Reality: The same principles apply to digital collectibles within video games.
Implications for Businesses: Leveraging the Power of Completeness
These findings have significant implications for businesses. Companies can strategically design and market products as part of clear, completable sets to tap into this inherent human desire.
Consider the phenomenal success of the Pokémon franchise, valued at over $100 billion, built on the iconic “Gotta catch ‘Em All” tagline. This exemplifies how framing products as completable sets can drive engagement and sales.
Design for Completion: Create product lines with a defined number of items.
Clear Marketing: Emphasize the collectibility and the goal of completing the set.
Digital Applications: Utilize the same principles for digital goods like badges, avatars, and in-game items.
However, a word of caution: Constantly adding new items after a set is perceived as complete can frustrate consumers and damage brand loyalty.Maintaining a balance is crucial.
Consumer Awareness: Recognizing the Potential Pitfalls
While collecting can be a positive coping mechanism during uncertain times, it’s significant for consumers to be aware of potential downsides. The pursuit of completeness can sometimes lead to compulsive spending. Healthy Hobby vs. Compulsion: Distinguish between a fulfilling hobby and an unhealthy obsession. Financial Awareness: Set budgets and avoid overspending in pursuit of completing a collection. Emotional Regulation: Recognize if collecting is being used to avoid or suppress difficult emotions.
Ultimately, collecting is a deeply ingrained human behavior. It’s a way to create structure, find meaning, and exert control in a world that frequently enough feels chaotic. As long as we continue to navigate challenging times, the urge to collect – and the psychological benefits it provides – will remain a powerful force.
It’s not just about the things we collect; it’s about the structure we create.
Source: [University of Arizona](https://news.arizona.edu/news/why-do-we-collect-u-
