Consumer Psychology of Mysterious Consumption: Embracing Uncertainty through a Perception of Control

Abstract

Mysterious consumption, characterized by product purchases without knowledge of their exact nature, is gaining popularity in the modern marketplace. In two online experiments, we examined how consumers’ psychological states, particularly their sense of personal control, influence their perception and intent to purchase mysterious products in the context of purchasing a random flight ticket. Study 1 demonstrated that when consumers experience low personal control, as opposed to high personal control, they are less likely to value the uncertainty inherent in random flight tickets, resulting in decreased purchase intentions. Study 2 revealed that introducing even limited choice options to random flight tickets can enhance consumers’ appreciation of uncertainty, thereby increasing their purchase intention. This effect was especially notable among those initially hesitant to embrace uncertainty, ultimately boosting their intent to purchase. These findings deepen our understanding of consumer psychology surrounding mystery consumption and provide practical insights for marketers seeking to tailor their products and marketing appeals to consumers’ psychological states.