The Psychology of the ‘Pull’: How Pop Mart’s Marketing Influences Consumer Habits Among Young Adults

Daisy Mui Hung Kee; Ayumi Hayana Azhar; Shi Thing Aw; Amsyar Fahim Mohd Arif; Anushri Ragu

doi:10.32535/jcda.v9i3.5056

The Psychology of the ‘Pull’: How Pop Mart’s Marketing Influences Consumer Habits Among Young Adults

Daisy Mui Hung Kee, Ayumi Hayana Azhar, Shi Thing Aw, Amsyar Fahim Mohd Arif, Anushri Ragu

Abstract

This study investigated how marketing strategies and social influences create psychological "pull" factors that shape consumer behavior regarding Pop Mart blind box products among Malaysian young adults. Grounded in the Stimulus-Organism-Response (S-O-R) framework, the research examined the direct effects of two independent variables; blind box uncertainty and peer influence on three primary outcomes: psychological engagement, impulse buying, and collecting behavior. A quantitative survey was conducted with 120 participants aged 18 to 25. Data analysis using SPSS indicated that both blind box uncertainty and peer influence significantly and positively predict internal psychological engagement, with uncertainty demonstrating the strongest impact on emotional immersion. Furthermore, regression modeling revealed that both factors are active transaction drivers, where peer influence acts as the most powerful predictor driving both immediate impulse buying and long-term collecting behavior. These findings highlight a dual-driven consumption mechanism where product gamification builds emotional attachment, but localized social validation serves as the ultimate catalyst for purchasing execution.

Keywords

Pop Mart; marketing strategies; peer influence; social media exposure; consumer behavior; impulse buying; collecting behavior; young adults

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DOI: https://doi.org/10.32535/jcda.v9i3.5056