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Blind box toys are popular, but long-term addiction to such products can have negative impacts on mental health problems such as depression, anxiety, and suicide risks. Previous researchers have emphasized that players experience happiness and look forward to the blind box toy they purchase. Unpredictable contents in a blind box trigger dopamine release, and when a dopamine rush can be addictive, it leads individuals to buy more to gain potentially rare or desirable items, resulting in financial losses, buyer’s remorse, and immersion in surprise and disappointment for the gambling-like physical products. What feelings are blind box consumers pursuing? Blind box collectables offer a more exciting experience than buying transparently packaged items, and they provide participants with the hedonic value when imagining what could be inside in the pre-opening phase. That is, blind box toys’ unknown attributes were quite attractive to consumers. Blind box toys are sold in opaque packaging which allows consumers to possess a sense of mystery, as the emotional value exceeds the utilitarian value, and derive enjoyment and satisfaction from them. From a consumer behavior perspective, being blind is perceived as uncertainty; positive emotions of surprise and feelings of winning are accompanied by curious consumers because they perceive themselves as lucky, estimating outcomes optimistically.
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In order to discover why consumers have loyalty to buy blind box toys, analyzing and surveying consumers’ buying experience is important. Specifically, using prospect theory, cognitive dissonance, and post-purchase rationalization to examine why it will strengthen customer loyalty and keep the blind box crazy alive (
On the Indian Journal of Mental Health and Neurosciences (IJMHNS) website, 39 countries have visited this journal since May 2, 2025, including Taiwan’s 0.9% browsing, which reveals scholars in Taiwan are interested in the original research articles within the journal. It reflects that young scholars under 45 years old in Taiwan have opportunities to publish their work, and scholarly professionals in the fields of psychology, psychiatry, psychiatric social work, and neuroscience can read and cite articles published in the Indian Journal of Mental Health and Neurosciences.
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The author declares that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.