Why Do Fans Become Addicted Gamblers in Trading Card Collecting? An Analysis Based on Behavioral Economics

Abstract

This paper explores the irrational overconsumption behaviors of fans in sports trading card collecting through behavioral economics theory and case studies, proposing policy recommendations. The study reveals that as trading cards increasingly gain financial attributes, consumers exhibit significant irrational purchasing behaviors, including: (1) obsession with low-probability events (e.g., overestimating returns from rare cards), (2) misinterpretation of sunk costs(persisting in investments to recover losses), and (3) social identity and herd mentality(impulsive consumption to integrate into groups). These mechanisms lead to personal debt accumulation, family financial strain, and market chaos (e.g., fraud, price manipulation). To address these issues, recommendations are proposed across three dimensions: consumer education (e.g., promoting rational consumption), market regulation (e.g., enhancing transaction transparency), and industry self-discipline (e.g., optimizing product design). This research provides theoretical insights into irrational consumption behaviors, practical governance strategies, and actionable guidance for fostering sustainable consumptiont.