The Human Need to Complete: why We Collect
A recent study from the University of Arizona sheds light on the enduring human drive to collect, revealing it’s deeply rooted in our psychological need for structure and control, notably during times of uncertainty. Researchers, led by Christoph Reimann, investigated the connection between a desire for control – both as a personality trait and a situational response – and collecting behaviors.
The research team observed a notable increase in crowdfunding support for collectible items following the onset of the COVID-19 pandemic. “After the onset of COVID-19, we saw a significant spike in crowdfunding support for collectible products,” Reimann noted, observing this as a “real-world example of people turning to collecting as a way to regain a sense of order.”
The study explored this phenomenon through both questionnaires and behavioral experiments. Participants with a higher inherent desire for control demonstrated a stronger urge to complete collections, even in hypothetical scenarios. In one experiment involving imagined vinyl album collecting, those scoring high on desire for control expressed a greater willingness to invest both money and time to finish the set.
This drive for completion extends to the digital realm. Researchers studying players of the video game Genshin Impact found that players were more motivated to continue collecting character sets when those sets were nearly complete,and the collection’s structure was clearly defined.
“structure is what makes collecting so powerful,” Reimann explained.”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 exemplifies this behavior, collecting ammonite fossils from a quarry near his childhood home in Germany, some of which he has personally excavated.He describes the process as providing “structure, a sense of achievement,” and a “very personal example of what we studied.”
The findings have implications for businesses. The research suggests that marketing products as part of defined, completable sets can be highly effective, as demonstrated by the success of franchises like Pokémon, which boasts a global market value exceeding $100 billion, fueled by its “Gotta Catch ‘Em All” ethos. Reimann points out that collections “signal structure,” and finite sets, like original Star Wars figurines or Euro coins, are particularly appealing because completion signifies a perfect structure. However, he cautions against continually adding new items, perhaps frustrating consumers who believe they have already finished a collection.
for consumers, the study offers insight into the appeal of hobbies like trading cards, digital asset collecting, and even creating travel checklists. While collecting can alleviate feelings of chaos and anxiety during uncertain times, Reimann warns it can also lead to compulsive spending if unchecked.
Ultimately, Reimann believes collecting will remain a essential human behavior. “At its core, collecting isn’t just about things,” he concludes. “It’s about creating structure in uncertain times.”
(Source: University of Arizona)
