Eye-opening! Exploring uncertainty marketing through hedonic blind box collectibles

Blind box collectibles use a chance-based marketing approach, with products sold in opaque packaging. Phenomenal global demand for these products has sparked attention from media and government scrutiny. Adding to burgeoning research, the current study explores US adults' consumption of blind box collectibles, integrating concepts of consumer collecting behaviour and uncertainty marketing. Through focus groups, findings are presented in a customer journey framework, which uncovers an addictive loop of impulsive purchases. Albeit effective to generate sales, the tactic was perceived as somewhat predatory with parallels to gambling, and demonstrates a ‘dark side’ to a seemingly innocuous product.