To say which toys are the hottest among young people nowadays, the blind box should have a place as a person. The so-called blind box, Baidu Baike defines it as “consumers cannot know the specific product style of toy box in advance, which has random attributes. Only when you open it will you know what you got.” Because uncertain stimuli strengthen repetitive decisions, a blind box becomes an addictive existence. From this point of view, it is quite similar to buying a lottery ticket, which has elements of gambling luck.
The blind box concept actually originated in Japan’s lucky bag, but it was really popular and became an economic phenomenon in 2019. In the past, blind boxes were only for toys. Now, as the economic wind of blind boxes blows, various items including stationery, cosmetics, snacks, daily necessities, etc. are stuffed into blind boxes, and blind boxes for live pets were even sold on the Internet not long ago. . Why can a small box be so obsessed? What are those people who spend huge sums of money on blind boxes buying?
Unknown and uncertainty are “addictive”
In fact, the nature of blind boxes, capsules, lucky bags, or the Water Margin and other character cards included in the snacks that the post-80s and post-90s ate when they were young, is the same, namely randomness and uncertainty. It is this kind of unknown and uncertainty that is most attractive and can be addictive.
Psychology divides addiction into 4 stages: triggering, action, variable reward, and devotion. Take the blind box as an example, the trigger is the merchant guiding you to know and contact the product; the action is the purchase; the changeable reward is the small fortune when you open the blind box; when you don’t get what you want, you will want to continue investing Until you get what you want. The more you invest, the more you can’t live without it (blind box). Compared with luxury goods with thousands of moves, the blind box is cheap, and the low unit price can lower the threshold of buying action; and the products in the blind box are constantly updated, which is to increase the user’s repurchase rate with changeable rewards. When consumers become dependent on products, their sensitivity to prices will decrease. This also explains why they are bought one by one in a box at the beginning, and then only a few purchases later.
In addition, generally speaking, there are 12 single boxes in a whole box, 12 whole boxes in the whole box, and one in a whole box must be hidden. Therefore, the probability of drawing a blind box hidden item is 1/144. If you keep buying blind boxes in order to win the hidden money, you will fall into the “gambler mentality.” Blind box is an indirect way of obtaining rewards, which will make people have a stronger desire to buy, and even want to stop. Just like gambling, the connection between spending money and winning money is continuously established in the mind during intermittent winning. Gradually addicted.
Meet the diverse psychological needs of young people
In addition to addictiveness, there are still many consumers who can’t stop the blind box in order to satisfy their self-identity, sense of accomplishment, need for companionship, and even a sense of social belonging.
Self-identity and sense of accomplishment Some consumers have a hobby of collecting complete sets of products. The way of selling trendy toys as a set has inspired some consumers to collect a full set of products. Collecting all the products can bring consumers a great sense of self-identity and accomplishment.
The toys in the companion psychological blind box are mostly doll images without a story background, and consumers can give them their own emotions and character settings, which become the sustenance of their emotions and meet their companion needs.
The uncertainty of the blind box of social belonging makes players happy to share their “winners” and box-opening experience on social platforms and the trendy community after obtaining the hidden money, which can not only satisfy their own psychology of showing off, but also meet the same interests. Hobby players, and then find a sense of belonging. Various experience posts shared by experienced players can also have a sense of psychological satisfaction after getting re-likes and comments from other players.
Don’t fall into the “gambler mentality”
What we call “addiction” in our daily life cannot be equated with the “addiction” in psychiatric clinical diagnosis. Therefore, we cannot say that buying blind boxes is an “addiction” behavior. We can only say that it is easily addictive. However, what we must be wary of is that if you have shown the following 4 characteristics about playing the blind box, it may be “behavioral addiction” or “non-material addiction”, which is a mentality. Illness requires intervention: 1. The desire to buy is obviously excessive, that is, compared with the daily life, too much time, energy, and money are spent on buying blind boxes; 2. Withdrawal reaction occurs, that is, not buying Blind boxes are very uncomfortable, sleepless at night, even irritable, irritable, nervous, and moody; 3. Tolerance increases, that is, the frequency of buying blind boxes gradually increases, from buying 1 box a week to satisfy it, and developing to every day Buying one can be practical. In the end, you will feel comfortable when you buy more than one each day; 4. Negative consequences, that is, buying blind boxes makes you unable to make ends meet, and asking for money to lie to your parents/friends for buying blind boxes. There are blind boxes everywhere in the room. , Resulting in serious squeeze in their living space, every day just thinking about buying blind boxes, opening blind boxes and not participating in other entertainment activities and other serious bad behaviors.
In addition, many people who like to play blind boxes do not know their true needs. For example, if a person buys a blind box, it may be because everyone around him is buying and discussing the blind box, and he needs to participate in it to gain the recognition and acceptance of others, so as to find a sense of belonging; another example, a person who is often on social media Those who share the blind box extraction process on the Internet may most enjoy the joy of being noticed and the joy of sharing with others. Therefore, you might as well settle down and listen more to your true thoughts, find your true needs, and use a healthier and more constructive way to meet these needs. This is the fundamental way to solve the problem of blind box addiction.