The Influence of Initial Possession Level on Consumers' Adoption of a Collection Goal: A Tipping Point Effect
Leilei Gao, Yanliu Huang, Itamar Simonson
Journal of Marketing · 2014 · Volume 78 · Issue 6
Abstract
Previous research has typically treated collection as a top-down process and focused on its later stages. However, collections may start by accident and are often triggered by incidental, bottom-up factors. The authors propose that a small number of possessions (i.e., a few more than one) represent an unjustified and, thus, unstable possession level that prompts a status change. They examine the collection tipping point at which obtaining items belonging to a series (e.g., a couple of collectible Coke cans) often gives rise to a decision to start a collection. Consumers then seek additional items to fulfill their emerging goal. In six lab studies and one field study, the authors investigate the tipping point at which a collection “project” begins and explore the psychological processes underlying that tipping point. In addition, they discuss the theoretical and managerial implications of this research.
Keywords
collections, tipping point, decision making, justification, marketing tactics
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