The Influence of Initial Possession Level on Consumers' Adoption of a Collection Goal: A Tipping Point Effect. (November 2014)

• Record Type: Journal Article
• Authors: Gao, Leilei; Huang, Yanliu; Simonson, Itamar
• Is Part Of: Journal of marketing. Volume 78:Number 6(2014)
• Page Start: 143
• Page End: 156
• Publication Date: 2014-11
• Subjects: collections -- tipping point -- decision making -- justification -- marketing tactics; Marketing -- Periodicals; Marketing -- Management -- Periodicals; 658.8005
• DOI: 10.1509/jm.13.0475
• Languages: English
• ISSNs: 0022-2429

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.