PETALING JAYA: The excitement of tearing open a blind box often turns into disappointment the moment a duplicate toy is revealed.
It is this mix of disappointment and hope that keeps enthusiasts coming back for more as they chase the elusive “missing piece (series)”, even if duplicates pile up or wallets become thin and the sense of control slips away, says a consumer psychology expert.
“Psychologically, blind boxes train people to deal with uncertainty. Each purchase feels like a small gamble.
“There is excitement followed by disappointment, especially when buyers receive duplicates,” said Universiti Malaya Assoc Prof Dr Ezlika Mohd Ghazali when interviewed.
“Even though it is not gambling like a money lottery, every blind box creates a small rush because the outcome is unknown,” she said.
“One big reason is the thrill of the unknown. After getting a duplicate, you might think the next one will be the rare one that you want.
“This is related to what psychologists call the gambler’s fallacy – the mistaken belief that after a streak of ‘losses’ (or repeats), a ‘win’ is due next,” said Ezlika.
“The surprise factor itself can be rewarding: opening the box gives an instant rush of curiosity and anticipation that people enjoy, regardless of the outcome.
“In essence, the process is fun and habit-forming, so getting duplicates doesn’t always deter people from trying again.”
However, Ezlika cautioned that this becomes a problem when someone cannot stop buying, spends beyond their means, feels guilty after buying or hides their purchases from loved ones.
“Feeling anxious when they are unable to buy is also a warning sign that the behaviour has shifted into unhealthy territory.
“The principle is similar to gambling. It uses a random reward system that keeps people coming back, hoping the next purchase will be better,” she said.
“This behaviour affects not only young people but also adults in their 30s and 40s. The human brain is naturally drawn to uncertainty and novelty.
“It can become more serious when young people gain access to credit cards and are unable to control impulsive spending.
“Blind boxes are not sold for their function but for emotional and social value. People are paying for excitement, anticipation and the feeling of belonging within collector communities,” Ezlika added.
She said it becomes dangerous when buyers feel guilty but continue buying, adding that that is when the behaviour starts moving towards addiction.
She said this habit has other psychological biases that encourage repeat purchases.
“One is the sunk cost effect. After spending money on many boxes, people feel they’ve invested too much to quit.
“A recent study found that almost 50% of blind box buyers kept buying even when they were unhappy with duplicates because they didn’t want to ‘waste’ what they’d already spent,” she said.
Ezlika said another factor is cognitive dissonance, where buyers justify the expense by telling themselves the experience is worth it, convincing themselves that the thrill of unboxing is enough to keep going.
“They might also have a ‘completion’ urge, a desire to finish the whole set, which makes them willing to tolerate duplicates as steps towards their goal.
“All these factors combined explain why consumers often persist with buying blind boxes despite getting the same item multiple times,” she said.
