PETALING JAYA: The excitement of tearing open a blind box often turns into disappointment the moment a duplicate toy is revealed. “Psychologically, blind boxes train people to deal with uncertainty. “Even though it is not gambling like a money lottery, every blind box creates a small rush because the outcome is unknown,” she said. “Blind boxes are not sold for their function but for emotional and social value. “All these factors combined explain why consumers often persist with buying blind boxes despite getting the same item multiple times,” she said.

Source: The Star February 08, 2026 02:15 UTC