Tipping Points in Consumer Choice: the Case of Collections

Leilei Gao, Chinese University of Hong Kong, Hong Kong, China
Yanliu Huang, Drexel University, USA
Itamar Simonson, Stanford University, USA
We propose that making a decision to collect (e.g. antiques, books) often originates from consumers escalating their commitment to something they have already had but were not initially intended to collect. We show that small differences in consumers’ initial possession level significantly affect their likelihood to start a collection.
[ to cite ]:
Leilei Gao, Yanliu Huang, and Itamar Simonson (2013) ,"Tipping Points in Consumer Choice: the Case of Collections", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.