<p>The study aims to investigate the determinants of mysterious consumption. The research examines political ideology and social exclusion as two determinants of mysterious consumption among consumers in the Republic of Georgia. Political ideology was divided into individuals with conservative and liberal values, and social exclusion was measured in implicit and dominant dimensions. Four experiments were organized to test the hypothesized relationships. The results indicated that liberals tend to select mysterious items when the choices are horizontally differentiated. The findings also determined that liberals select mysterious items when the options are vertically and qualitatively differentiated. However, the impact of political ideology on mysterious items when the selection is vertically and quantitatively differentiated was insignificant. Moreover, the last two studies revealed that social exclusion positively affects mysterious consumption. The results confirmed that implicitly excluded consumers select mysterious items when the choices are horizontally, qualitatively vertically, and quantitatively vertically differentiated. The study adds to the current body of literature by examining the factors elevating mysterious consumption. The findings also provide practical implications for marketers and retailers in organizing their marketing communications and events to appeal to the target market more effectively.</p>