Seeking Structure in Collections: Desire for Control Motivates Engagement in Collecting.

This article investigates the role of the fundamental human motivation called desire for control—the drive to manage and influence one's environment—in motivating consumer engagement in collecting, defined as acquiring items belonging to an existing collection. Across six lab and field studies involving diverse contexts such as crowdfunding, video games, vinyl records, and tourist experiences, the research demonstrates that consumers with higher desire for control are more likely to engage in collecting, particularly when the collection’s structure is salient and when the collection is near completion. The studies show that collecting provides a structured, holistic entity that helps consumers satisfy their need for control by creating order and predictability. These findings have implications for consumer well-being, marketing strategies targeting collectible products, and policy considerations regarding potentially exploitative business models that capitalize on consumers’ desire for control.