Document Type
Honors Project
Abstract
Blind box consumption is a format for purchasing packaged toys without knowing the specific item in advance. It has become a global trend and is often viewed as irrational or gambling-like behavior in past literature. Drawing on ethnographic observations and interviews conducted in retail settings, this study examines how consumers make sense of uncertainty through social interaction. This study proposes a two-layer model of consumption. In the first layer, social interaction during the consumption process helps consumers negotiate risk, generate meaning, and become more skilled buyers. In the second layer, consumers engage in moral and value judgments that involve distancing themselves from imagined others, allowing them to frame their participation as reasonable and socially acceptable. Together, these findings show that blind box consumption is sustained through both relational closeness and relational distancing, challenging rational-choice models and highlighting the moral and relational work underlying contemporary consumption.
Recommended Citation
Zheng, Wendy, "Unboxing Relations: An Ethnographic Study of Blind Box Consumption in the U.S." (2026). Sociology Honors Projects. 86.
https://digitalcommons.macalester.edu/soci_honors/86
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