Empirical Study on Mystery Box Consumption from a Behavioral Economics Perspective

Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v6i5.4493

Junyan Zhu

The University of Sydney, Sydney, Australia

Abstract

This paper is an empirical study on the hot sales of mystery boxes under the framework of behavioral economics theory, which shows that "endowment effect, loss aversion, sunk cost, and uncertainty incentives" are the core factors of frequent purchase and addiction, which makes marketing change from traditional "persuasion" to "emotion-driven", and thus provides insight into the future that goods with higher emotional value are more likely to sell well.

Keywords

mystery boxes, consumer behavior, behavioral economics, operant conditioning, loss aversion, cognitive biases, empirical study, market strategies

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References

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