Tipping Point in Consumer Choice: the Case of Collections

We show that owners of one collectible item are no more likely to start collecting than non-owners. Possessing two items, however, significantly increase consumer’s likelihood to collect. This is because two is a difficult-to-justify status quo and collecting serves as a means to justify consumers’ past purchase of redundant items.


Leilei Gao, Yanliu Huang, and Itamar Simonson (2013) ,"Tipping Point in Consumer Choice: the Case of Collections", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 344-344.


Leilei Gao, The Chinese University of Hong Kong
Yanliu Huang, Drexel Univeristy
Itamar Simonson, Stanford University


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada

Read More


The Production and Consumption of Retro Brands Beyond Meaning Revival

Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada

Read More


Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.