Behavioral Economics Analysis and Development Suggestions for Mystery Box Marketing

Abstract

As a new type of marketing, mystery box marketing, emerged in recent years, is uniquely valuable for research, both from the perspectives of consumers and operators. From the point of view of operators, the mystery box provides the opportunity to construct consumption symbols and value systems. In horizontal value construction, operators can generate the contents of package; in vertical value construction, they generate the contents of rarities. They establish rules for obtaining the benefits of values, attracting consumers to purchase. On the other hand, from the point of view of consumers, within the framework given by the operators, the benefits and the rules of the benefits undertake the consumer's experience of "exploring the unknown". Through the economic principles of scarcity, uncertainty, psychological effects, social interaction effects, and brand effects, mystery box marketing motivates the desire of consumers to purchase, promotes market demand and brand development and creates a unique consumption experience.