Swatch fever: An allegory for understanding the paradox of collecting
本文以1980年代末至1990年代初的“斯沃琪狂热”现象为寓言，探讨消费者收藏行为的动机，揭示收藏既理性又非理性、既合作又竞争等矛盾本质。
The rise of the phenomenon referred to as “Swatch Fever,” collectors' seemingly insatiable desire for Swatch watches during the late 1980s to early 1990s, can be considered an allegory for collecting behavior in general. Using the dynamic progression of Swatch Fever, this article explores what motivates consumers to engage in collecting behavior. Based on this analysis as well as the current literature on collecting, the authors examine the paradoxical nature of collecting in order to add to the understanding of collecting as a phenomenon that is both rational and irrational, deliberate and uncontrollable, cooperative and competitive, passive and aggressive, and tension producing and tension reducing. © 1997 John Wiley & Sons, Inc.