Collecting ritual makes us feel somehow more in control of our lives.
Point is, there’s something about the ritual—like act of collecting that makes us feel safe and secure. When we are stressed out, or when life feels random and out-of-control, we often seek out comfort in familiar products or objects. We want to have solid, consistent patterns in our lives, and in our brands. So, even though our rational brains tell us it’s completely irrational and illogical to own 547 Hello Kitty fridge magnets, we buy them anyway, because the collecting ritual makes us feel somehow more in control of our lives.