Analysis on Blind Boxes Industry from the Perspective of Consumers Psychology

Abstract

The "blind boxes" marketing method is gaining popularity in several industries around the globe. Although the "blind boxes" sector has not spread internationally, the marketing methods employed to attract clients have created a win-win situation for both sellers and buyers. Initially, POP Mart, one of the largest enterprises selling blind boxes to young people, primarily middle students and young workers, had a significant impact on their business. Later, other companies and organizations began conducting research on consumer psychology and alternative potential methods of selling products through "packaging," such as the package itself, combination of products, quantity of products, time of selling these packages, who can purchase them, and other after-purchase benefits. The blind boxes marketing technique employs this psychology to influence people's thoughts and, at times, induce irrational purchasing behavior. Through literature review, this paper investigates the likely consumer psychology underlying the blind box industry. People are drawn to unpredictable events, which causes them to continue shopping and make irrational decisions, according to this study.