In recent years, blind boxes have quickly gained popularity among young consumers by offering the thrill of the unknown. This new consumption model has transformed blind boxes from mere commodities into outlets for consumers to vent their emotions, express themselves, and engage in social interactions. Consumers experience the thrill of opening the boxes to obtain unpredictable rewards, which triggers psychological anticipation and pleasure, thereby enhancing the appeal of blind boxes. However, some consumers become overly obsessed with obtaining the blind boxes they desire or pursuing rare editions, leading to excessive spending and causing personal financial stress as well as negative emotions such as anxiety and depression. The popularity of blind boxes is driven by complex psychological mechanisms. This study aims to explain these mechanisms from easily understandable aspects such as social comparison and self-identity, compulsive buying disorder, and operant conditioning. The study focuses on the psychological motivations behind blind box consumption, analyzes its potential harms, and provides certain solutions and strategies. The research finds that understanding the psychological motivations of blind box consumption can help prevent excessive spending behavior, enhance consumers' self-regulation abilities, and provide a scientific basis for social management and business practices.
Peng Li (Thu,) studied this question.