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Collecting behaviour is a special type of consumption, which consists of several traits, such as “completion”, “perfection”, “caring” and “cooperation”. The purpose of this study is to shed light on this complex consumption behaviour, by effectively developing an empirical typology of collectors and explaining their motivation to engage in collecting.

In total, 208 questionnaires were collected among Thai collectors. A set-theoretic comparative approach was implemented – namely, fuzzy-set qualitative comparative analysis. The value of the proposed approach over conventional correlational methods, is illustrated through an examination of a set of relevant research propositions.

The study develops an empirical typology of collectors, on the basis of the various collecting behaviour traits. It has been suggested that different combinations of motives are sufficient for identifying collector types accurately, and the proposed typology is stable and generalizable across collectors of different demographic characteristics. Specifically, “expert professionals” are mainly driven by adventure and social motives, while the role of idea motive is crucial for “introvert focusers”. Adventure and social motives are necessary conditions for “extrovert altruists”, while gratification has a deleterious role. The presence of social motive is necessary for “hobbyists”, while the absence of value motive is also required.

The brand collectible market is booming, and the collectibles can be a strategy for brands to maintain existing users and reinforce loyalty levels. Global brands, such as Swatch and Coca-Cola, have been acquired for collection rather than typical consumption purposes. Marketers and brand managers should therefore monitor the motivation behind this complex consumption behaviour. The mosaic of motives to engage in collecting behaviour varies across different types of collectors, and therefore specifically tailored strategies are proposed.

The study tackles the lack of literature specifically focussing on collecting behaviour in relation to motivation. This is the first attempt to empirically derive a collectors’ typology and provide a nuanced coverage of how financial and nonfinancial (hedonic) motives and their combinations affect different collector types.

This study aims to focus on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating role of “extraversion” personality trait is also taken into consideration. Furthermore, the paper examines how differently motivated service customers react to a firm’s service recovery strategies, whilst insights into the relationship between UGC creation and specific online platform usage are also provided.

Structural Equation Modeling is used to test the conceptual model, based on an empirical dataset collected from an online survey research of 239 service customers. The dataset pertains to international travellers and their UGC behaviour after a negative travel experience.

Altruistic, vengeance and economic motivations are strong drivers for UGC creation after a negative service experience. Motivations also correlate to participation in specific online platforms. Furthermore, it is shown that highly extraverted customers create more UGC after a negative service experience when motivated by vengeance. Finally, higher levels of altruistic and self-enhancement motivations correlate with a positive attitude towards a firm’s response, whereas customers who are motivated by vengeance have a negative attitude towards a firm’s response.

Customers who share their negative service experience by creating UGC in social media can be segmented according to their motivation. Service providers should inspect the UGC of their customers to understand the motivation behind it. The motivation to create UGC varies across platforms, and hence, customized service recovery strategies are required.

This paper examines UGC creation in relation to motivation, extraversion, and attitude towards a firm’s response. This is the first reported application which collectively examines important issues like these in a unified theoretical framework.