Psychological Impact of Blind Box Consumption Based on Uncertainty Mechanism

Ziyi Wang

doi:10.54254/2754-1169/2025.BL25926

Advances in Economics, Management and Political SciencesOpen access

Psychological Impact of Blind Box Consumption Based on Uncertainty Mechanism

Research Article

Open Access

Psychological Impact of Blind Box Consumption Based on Uncertainty Mechanism

Ziyi Wang ^1*

¹ University of Macau

^*Corresponding author: bc41168@um.edu.mo

Published on 13 August 2025

AEMPS Vol.210

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-319-2

ISBN (Online): 978-1-80590-320-8

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Abstract

Blind box economy, a new consumption model that has rapidly emerged in recent years, has demonstrated a strong market growth momentum. In this consumption model, consumers have a high acceptance and preference for the uncertain experience brought by the "mystery reward" mechanism. The emotional connection established between blind box products and IP-based collectibles further strengthens consumers' purchasing motivation and willingness to continuously participate. In terms of the theoretical analysis framework of this article, it mainly relies on the basic theories of consumer psychology and combines the multi-dimensional data resources provided by social media platforms to conduct a systematic exploration and analysis of the psychological mechanism involved in the blind box consumption process. The research results show that blind box consumption behavior can, to a certain extent, trigger a series of positive psychological responses, such as the psychological stimulation stimulated by the process of opening the box, the illusionary cognitive experience of controlling the result, and the subjective emotional projection of the commodity. However, it is worth noting that behind such consumption behaviors, there are also many potential risks and adverse effects, which are specifically manifested as the gradual increase of addictive consumption tendencies, anxiety and frustration caused by uncertain results, as well as social comparison pressure resulting from the influence of others' consumption behaviors. Only through the collaborative efforts of multiple parties can the blind box economy maintain market vitality while steadily developing in a healthier, more orderly and sustainable direction.

Keywords:

Psychological Impact, Blind Box Consumption, Uncertainty Mechanism.

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References

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References

[2]. Shen S., Zhang H., Tong X.: Blind boxes are not “blind”: The impact of feedback of sampling experience on reducing adolescents’ preference for decision-making under ambiguity. (2024)

[3]. Zhang Y., Zhang T.: The effect of blind box product uncertainty on consumers’ purchase intention: Evidence from China. Frontiers in Psychology 13, 946527 (2022)

[5]. Wang Q., Sun Y., Zhu J., Zhang X.: The impact of uncertain rewards on customers’ recommendation intention in social networks. Internet Research 28(4), 1029–1054 (2018)

[7]. Teng J.: Research on the “blind box fever” phenomenon in the context of consumer society. Journalism & Communication Science 12(5), 1300–1304 (2024)

[8]. Zhang S.H.: A study on the “blind box fever” among Generation Z from the perspective of symbolic emotional consumption. (Journalism & Communication Science) 13(2), 163–169 (2025)

[9]. Meng F., Meng D.: The gravity of uncertainty: Social mechanism of youth blind box culture. Journal of Hubei Second Normal University 41(3), 89–95 (2024)

[10]. Zhang H., Zhang C.: Research on blind box consumption characteristics and motivations among Generation Z. Journal of Youth Studies 8, 50–57 (2024)

Cite this article

Wang,Z. (2025). Psychological Impact of Blind Box Consumption Based on Uncertainty Mechanism. Advances in Economics, Management and Political Sciences,210,39-45.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-319-2(Print) / 978-1-80590-320-8(Online)

Editor: Vartiak Lukáš

Conference website: https://2025.icftba.org/Bratislava.html

Conference date: 12 December 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.210

ISSN: 2754-1169(Print) / 2754-1177(Online)

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