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

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