Modeling collecting behavior: The role of set completion

Collecting is a complex behavior that has been studied from a variety of different perspectives. Art objects, stamps, coins, and other established collectibles markets, have been shown over the years to provide some degree of return to the collector in the economics literature. Wonderment over the success of certain collectibles such as Swatch watches and Beanie Babies has received much attention in the popular press. But how does one rationally explain the collecting of matchbook covers, Cracker Jacks toys, belt buckles, salt cellars, Aunt Jemima, etc.? Collecting in the absence of financial gain has received little attention in the economics literature. In the social psychology literature, many individuals are understood to have a natural desire to collect things for various reasons. Financial gain is only one of those reasons. Set completion is another. The reasons for collecting are not always mutually exclusive. For example, a complete set may be worth more in the secondary market, if one exists, than the sum of the individual pieces. This reflects the value of the rarest pieces and the opportunity costs of obtaining them. The model presented in this study explains how set completion motivates collecting behavior, which sheds light on collecting for both financial and nonfinancial reasons. The model accommodates both collectors and noncollectors and illustrates how consumption behavior may vary accordingly. Insight into how manufacturers of collectibles can use this behavior for commercial exploitation is explored.