Misguided Preference For Mysterious Consumption

The present research examines the benefits and downsides of uncertainty associated with anticipated surprises in the context of mystery boxes. We show that consumers prefer mystery boxes over high and average quality non-mystery boxes because they want to be surprised. We also show this preference to be misguided.


Eva Buechel and *Ruoou Li (2020) ,"Misguided Preference For Mysterious Consumption", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 236-237.


Eva Buechel, University of Southern California, USA
*Ruoou Li, University of South Carolina, USA


NA - Advances in Consumer Research Volume 48 | 2020

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