Indulging in Irrational Joy? Study on Blind Box Purchases across Age Cohorts

Abstract

Blind boxes have become increasingly popular collectible products, using randomized contents, appealing designs, and limited or rare figures to encourage consumer engagement and repeat purchases. This study investigates the psychological, marketing, social, and financial factors that influence blind box purchasing behavior, with particular attention to impulsive purchasing and teenage consumers. A mixed-methods approach was used, combining a quantitative survey with a qualitative interview and comparing the findings with existing academic research. The survey examined participants’ purchasing intentions, reactions to uncertainty, visual design preferences, emotional motivations, spending habits, and perceptions of collecting. Results showed that approximately 77% of blind box purchasers described their purchases as at least mostly impulsive, while 75% reported purchasing a blind box they had not originally planned to buy. Visual design was also a significant factor, with 86.54% of respondents agreeing or strongly agreeing that it influenced their purchasing decisions. Additionally, 76.9% reported spending more than intended at least occasionally, suggesting that blind box marketing may contribute to unplanned spending. These findings are consistent with research linking uncertain rewards, curiosity, emotional gratification, and gamification to impulsive purchasing. Overall, the study suggests that blind box consumption is influenced by an interaction of psychological, marketing, social, and financial factors. Further research using larger and more representative samples could provide greater insight into the long-term effects of blind box consumption, particularly among teenage consumers.