A Study on the Addictiveness of Blind Box Economy Based on Hunger Marketing and Psychological Manipulation Strategies: Taking Pop Mart as an Example

Abstract

Against the backdrop of a burgeoning experience economy, blind box products have rapidly become a cultural phenomenon among young consumers, driven by their "unknown surprise" mechanism. This study employs semi-structured interviews to investigate the impact of hunger marketing strategies on consumer psychology and behavior within the blind box economy, using Pop Mart as a case study. Following in-depth interviews with a demographically balanced sample of consumers, this study finds that the influence of IP collaboration far exceeds that of social media marketing, underscoring the commercial success of Pop Mart's artist IP strategy. Furthermore, limited-edition releases and the extremely low probability of obtaining a "hidden" item intensify a gambling-like psychology, fostering a pattern of repeated purchases. The majority of interviewees reported experiencing intense emotional fluctuations during the unboxing process, which is in line with the theoretical mechanism that uncertain rewards can trigger addictive behavior. Notably, while consumers were generally aware of these marketing manipulations, they continued to purchase driven by a need for emotional projection and community belonging. They also demonstrated limited autonomy through secondary market transactions and proxy unboxing services. The study reveals that hunger marketing constitutes a systematic form of manipulation built on IP emotional connection, probability stimulation, and scarcity anxiety, trapping consumers in a cycle of rational awareness and irrational behavior. Consequently, the authors urge companies to enhance the transparency of hidden item odds and propose applying the blind box's “emotional drive mechanism” to innovate the marketing of intangible cultural heritage products, potentially revitalizing traditional consumer markets.