Mysterious box – Delight exposure or addictive traps? A pathway to mental health disorders and the moderating role of emotional stability

Abstract

Purpose: What if the thrill of a mysterious box could quietly lead to addictive patterns and further mental health? This study uncovers the mechanism of how mysterious box consumption leads to addiction and subsequent negative mental health issues.

Methodology: This study adopted the quantitative method, with a total of 395 respondents participating who engage in mysterious box consumption.

Findings: The study reveals three main findings. First, mysterious box retention can generate three levels of attachments, including delight, advocacy, and addiction. Second, mysterious box shopping addiction further leads to several negative mental health issues, including stress and depression. Most interestingly, consumers with emotional instability will negatively moderate the relationships between mysterious box addiction and other negative mental health issues.

Originality/Value: The results of this paper will enrich current literature by revealing the mechanism of mysterious box consumption at the individual level. This product is covered as a branded entertainment and trendiness product, yet it has gambling characteristics and addictive mechanisms without substances that are worth concern. At the organizational level, companies can adjust the adoption level of the mysterious box in their marketing activities to be more ethical and moral.