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#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt, Jessica Rixom, Kimberly Taylor
#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt, Jessica Rixom, Kimberly Taylor
Association of Marketing Theory and Practice Proceedings 2018
The fear of missing out (FOMO), defined as “a pervasive apprehension that others may be having rewarding experiences from which one is absent” (Przybylski et al., 2013), has been seen as a motivator for individuals to take action. This paper focuses on consumers’ experiential purchase decisions motivated by FOMO. More specifically, we explore the situational factors that can lead to higher levels of FOMO including the social group (i.e., close vs. distant) and type of experiences (i.e., ordinary vs. extraordinary). We also distinguish FOMO from anticipated regret. Given that there is little empirical consumer research on FOMO, it is important …