Eller Research Reveals Why We Collect: A Desire for Control Drives Collecting Behavior

Why do people passionately pursue collections, from rare stamps to artwork to vintage cars? 

New research conducted by Martin Reimann, associate professor of marketing and McClelland Fellow, and Professor Emerita of Marketing in the Eller College of Management, Merrie Brucks, uncovers a surprising psychological motivation behind this behavior: the fundamental human desire for control. 

The article titled “Seeking Structure in Collections: Desire for Control Motivates Engagement in Collecting” forthcoming in the Journal of Consumer Research, sheds light on how collecting helps people create a sense of structure and control in their lives.

Across six studies, the research provides evidence that collecting—a behavior spanning centuries and cultures—is not just about accumulating items but about creating order. When life feels unpredictable, the desire for control motivates people to acquire items for their collections. The act of collecting allows people to form a structured set, which in turn brings a sense of predictability to their world. And the closer a collection is to being finished, the more motivating it becomes, as the final items contribute strongly to the structure’s full manifestation.

This research has practical implications for businesses and consumers alike: for businesses, framing products as part of a collectible set can boost engagement, especially when consumers feel a heightened desire for control. For consumers, collecting can provide a sense of comfort during uncertain times but may also lead to excessive spending.

“Marketers can leverage these findings by recognizing that many consumers are deeply drawn to products and experiences framed as part of a collectible set,” says Reimann. “In other words, make your product offerings collectible.”

This study not only deepens our understanding of consumer behavior but also offers insights into the broader human condition. Reimann, along with co-authors Brucks and Clark Cao of Lingnan University Hong, argue that collecting is a way of imposing order on a chaotic world—a timeless endeavor to make sense of our environment.