From thrill to control: How collection stage shapes channel choice in blind‑box collecting

Blind-box collection has emerged as a global consumer phenomenon, characterized by the repeated purchase of randomized collectible items from a known series with the goal of completing a full set. This article investigates how consumers’ preferences for purchasing channels evolve across the collection process—a critical consideration in today’s diversified retail landscape. Across five studies, including an experiment in the field, a laboratory experiment, and three online experiments (preregistered), we find that consumers in the late stage of collection—when they already own most items—show a significantly stronger preference for offline channels compared to those in the early stage. We propose that this shift stems from increased discomfort with uncertainty, which becomes a salient barrier to goal completion in the late stage and triggers a heightened desire for control. Offline channels, by enabling consumers to physically select individual blind boxes, better satisfy this desire for control. Supporting this explanation, we show that embedding a choice feature into online channels effectively reduces the late-stage preference for offline shopping. This research contributes to the literature on goal pursuit, uncertainty, and omnichannel consumer behavior, and provides actionable guidance for marketers seeking to design more effective blind-box retail strategies.