Willingness to Pay for Uncertainty among Consumers

UWCCSC, Changshu, Jiangsu, China

^* Corresponding author: yjliu20@uwcchina.org

Abstract

In this paper, we report on the result of interviews conducted among consumers of blind boxes. First, the definition of blind boxes, are the products which contain uncertain single good inside along a series, which means uncertainty plays an important role in the product, and consumers might get the ones they didn’t really desire in a series. We perform qualitative analysis of their responses that 60% of interviewers experienced or liked buying blind boxes as well as providing reasons like anticipation, interested in uncertainty, and introduced their different personalities. We find that consumers have a willingness to pay for uncertainty, and also find that personality types and gender are very important in determining people’s preferences about blind boxes. and provide suggestions to marketers about effective marketing practices.