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Ternary economic analysis of blind-box marketing

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  • Sheng-Wen Liu
  • Weilun Huang
  • Harika Rao
  • Yan-Kai Fu

Abstract

Blind-box consumption, a phenomenon sweeping through the retail market in China, is the process of buying an unlabelled box containing assorted and random novelty gifts from different retailers. Despite the intensity of its emergence, the extent of research on the phenomenon from a marketing perspective has been scarce. This paper identifies factors likely influencing Chinese consumers participating in blend-box consumption. These factors include brand familiarity emotional value and speculative potential. Conceptual issues discussed include the role of emotions and cognition as forces underpinning shopping behavior. The paper also highlights the marketing strategy features that have successfully driven the blend-box consumption experience.

Suggested Citation

  • Sheng-Wen Liu & Weilun Huang & Harika Rao & Yan-Kai Fu, 2023. "Ternary economic analysis of blind-box marketing," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 36(3), pages 2183517-218, December.
    • Handle: RePEc:taf:reroxx:v:36:y:2023:i:3:p:2183517
    DOI: 10.1080/1331677X.2023.2183517
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