Abstract:

The rise of blind box marketing highlights uncertainty as a compelling value proposition that drives consumer engagement and loyalty. This conceptual study examines the blind box phenomenon through the Stimulus-Organism-Response (SOR) framework, integrating uncertainty marketing to explore how variations in uncertainty typology, stakes, and opacity influence consumer psychology and behavior. Building on the SOR framework, this paper presents a conceptual model that incorporates a more comprehensive "uncertainty" component for blind box marketing. Additionally, it introduces expanded stimulus, organism, and response factors for future research exploration. This preliminary research contributes to marketing literature and offers actionable insights for designing effective uncertainty-based marketing strategies.