“丑萌”审美, 随机奖赏, 盲盒机制, 情感共鸣, 消费心理

In recent years, "ugly-cute" trendy toys have captured significant attention in the consumer market, with LABUBU as a prominent example. This paper examined the underlying psychological drivers of this phenomenon, exploring the synergistic interplay between "ugly-cute" aesthetics and the blind box business model. The "ugly-cute" design, characterized by stark morphological contrasts and soft color palettes, breaks traditional aesthetic boundaries, aligning with Generation Z's desire for individuality and rebellion while providing emotional support and stress relief. The blind box model leverages the uncertainty reward mechanism from behavioral economics, combined with the Gestalt psychology law of closure, using the scarcity of limited-edition items to trigger dopamine release and intensify collecting desires. Through small scale investments and the premium effect in secondary markets, it maximizes economic benefits, significantly boosting consumer motivation. This paper focused on the interactive effects of "ugly-cute" aesthetics and random reward mechanisms, investigating how they create a consumption feedback loop through emotional resonance and behavioral guidance. It provides theoretical support for trendy toy marketing strategies. The LABUBU phenomenon not only adds commercial value but also carries psychological implications for emotional regulation and behavioral motivation, offering new insights for brands to build highly engaging product ecosystems.

"ugly-cute" aesthetics, random rewards, blind box mechanism, emotional resonance, consumer psychology