Year: 2025
Type: article
Abstract: In recent years, the anchoring effect in the blind box economy and commodity promotions has profoundly affected consumer decision-making. This paper takes TOPTOY limited blind box in Hangzhou Hubin commercial district as an example through case study method to reveal how merchants utilize scarcity and uncertainty to stimulate irrational consumption through limited sale, hidden model design and initial price anchor point. At the same time, discounts in e-commerce promotions such as full-price strategies use the original price as the anchor point, bringing consumers the illusion of purchase. It is found that enterprises can utilize consumers' irrational consumption to enhance their sales and profits. This paper analyzes the mechanism of anchoring effect from the perspective of behavioral economics and puts forward optimization suggestions. However, this strategy is not effective in the long run. Businesses should improve their core competitiveness and avoid false propaganda, and consumers should reduce impulse spending through multi-dimensional comparison and delayed decision-making.
DOI: 10.54097/myn0jj97
Author: Mengjia Yin
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413403105