Research on the Blind Box Boom in China Under Behavioral Economics

DOI

10.2991/978-94-6463-036-7_27How to use a DOI?

Keywords

Behavioral economics; Blind Box economics; Irrational consumption; Experience Economy; Anchoring effect

Abstract

In recent years, with the development of Internet technology, the Pop toy has gradually emerged, and blind boxes, like adult toys in the Pop toy, have gained wide attention from young people. This study will take the Pop toy brand Pop Mart as an example, focus on the blind box economy from the perspective of behavioral economics, and elaborate on the origin and development status of the blind box. From the perspective of consumer behavior, it is found that consumers’ herd mentality leads to irrational consumption; not only that, in the experience economy and anchoring effect also stimulate customers’ desire to buy. And, this study explores merchants’ marketing strategies targeting specific consumer groups, such as building various offline marketing scenarios and cross-border co-branding with beauty and beverage brands.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Daixi Wang
PY  - 2022
DA  - 2022/12/31
TI  - Research on the Blind Box Boom in China Under Behavioral Economics
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 181
EP  - 185
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_27
DO  - 10.2991/978-94-6463-036-7_27
ID  - Wang2022
ER  -