Collecting as a Brand Strategy

During the COVID-19 pandemic, platforms like eBay reported dramatic increases in the sale of sports cards and collectibles. This was no isolated phenomenon: in times marked by uncertainty, the collectibles market tends to grow—even as other sectors contract. What explains this pattern?

In my recent research, "Seeking Structure in Collections: Desire for Control Motivates Engagement in Collecting", published in the Journal of Consumer Research and co-authored with C. Clark Cao (Lingnan University) and Merrie Brucks (University of Arizona), we propose a compelling explanation: we collect to regain control. Across six studies, we show that the desire for control—understood as the motivation to influence outcomes and events in one’s environment—drives engagement in collecting.

Understanding this motivation can help brands design more meaningful consumer experiences, especially during periods of uncertainty. Framing products as part of a set or collection can be effective in stimulating customer retention, reinforcing brand loyalty, and building trust.

Collecting to Create Structure

Our study draws from a well-documented psychological insight: when people feel they are losing control over their lives, they tend to seek structure, order, and predictability. A collection, by nature, offers exactly that—a set of items connected by an internal logic (thematic, aesthetic, historical, or personal) that, once complete, provides a sense of wholeness. Collecting coins, records, or figurines is not merely about accumulating objects—it’s about building a meaningful system.

A collection enables consumers to transform disconnected parts into a coherent whole. This need for structure is what makes completing a collection so emotionally powerful: it’s not just about owning the final item, but about closing a loop—restoring a sense of order that was previously incomplete.

To test this hypothesis, our research team conducted six studies using various methods, including real-world data analysis. For example, we examined crowdfunding campaigns on the Indiegogo platform before and after the onset of the pandemic. We found that projects related to collectible products were significantly more successful after the COVID-19 outbreak, compared to other types of products. This suggests that collecting becomes more appealing when people feel less control over their lives.

Other studies showed that both the desire for control and proximity to completing a collection increase consumers’ motivation to acquire remaining items. In one experiment involving vinyl records of Beethoven’s symphonies, individuals with a high desire for control were more likely to choose records that brought them closer to completing the set, over those that simply expanded it.

This effect was also observed in digital environments. In a study with players of “gacha” video games—where users collect random characters or items, as in Genshin Impact or Arknights—those with higher desire for control spent more money and performed more actions to obtain characters that completed their virtual collection.

When Order Soothes

The theoretical foundation of these results lies in Gestalt psychology, which posits that humans tend to organize information into coherent structures. Collections satisfy this need by representing bounded, interrelated sets. Indeed, a collection is not perceived as a random assortment of things, but as a cohesive system where each piece has its place.

This structuring impulse also explains why the urge to collect diminishes when the structure is difficult to perceive or when the collection is far from completion. In other words, the motivation to collect is not merely quantitative (“to have more”), but qualitative: it depends on the possibility of completing a meaningful pattern.

Implications for Consumers, Brands, and Public Policy

This study not only offers a novel perspective on collecting but also delivers valuable practical insights. For consumers, understanding that their desire for control might underlie their purchasing habits can support more informed decisions—especially when facing marketing strategies that leverage scarcity or the appeal of completeness.

For brands, the findings present ethical opportunities to build emotional connections with audiences. Presenting products as part of a series or set can be particularly effective in contexts where consumers feel less control over their lives—such as during personal transitions, social crises, or economic uncertainty. In fact, franchises like Pokémon (“Gotta Catch ’Em All”) and Swatch have historically leveraged this dynamic.

Similarly, publishing brands can create book series or collectible editions that help readers feel they’re progressing toward a goal. Fashion or design brands may launch themed product drops that evoke set logic, and digital platforms can integrate collection mechanics that promote user engagement and retention—without resorting to exploitative tactics.

This approach can also strengthen brand loyalty. When people feel they’re building something—a collection, a series, a symbolic journey—their relationship with the brand becomes deeper and more emotional. Moreover, the perception of structure and continuity fosters trust: the brand is no longer seen as a random product supplier, but as a guide helping consumers make sense of complexity.

However, this also opens the door to ethical debate. Some business models—like loot boxes in video games—combine collecting with gambling-like randomness and time pressure. These mechanics can lead to overspending or compulsive behavior, especially among young people or individuals with a high need for control. The authors suggest such practices should be more closely monitored and potentially regulated.

Ultimately, this research reveals that collecting is a deeply human response to the chaos of the world. Beyond the act of accumulation, collecting is a strategy for living within disorder and transforming it into meaning.

The author is Distinguished Visiting Professor in Consumer Behavior at EGADE Business School and Business School, Tecnológico de Monterrey, and Associate Professor of Marketing at the Eller College of Management at the University of Arizona.