Walking away: Investigating the adverse impact of FOMO appeals on FOMO-prone consumers

Nada Morsi, Elisabete Sá and Joaquim Silva

Business Horizons, 2025, vol. 68, issue 2, 197-212

Abstract: Consumers prone to the fear of missing out (FOMO) are propelled by a compelling urge to imitate the behaviors of their peers, rendering them susceptible to purchasing triggers. Despite the pervasive use of FOMO in marketing, scant attention has been given to the assessments made by FOMO-prone consumers regarding potentially negative interactions with brands induced in this manner. This gap is significant because FOMO-induced behavior can be detrimental to psychological well-being. In this study, we interviewed 57 FOMO-prone consumers, employing the Critical Incident Technique. Our aim was to delve into the most impactful FOMO appeals and the cognitive, emotional, and behavioral effects caused by FOMO-induced purchases. While FOMO triggers can effectively prompt immediate purchases and lead to positive behavioral intentions, they frequently generate negative cognitive and emotional effects for consumers. The study categorizes FOMO-prone consumers into four distinct types based on their intention to recommend the brand and make similar purchases in the future: Butterflies, Devotees, Endorsers, and Shopaholics. The study enriches our understanding of consumer behavior and marketing by illuminating the adverse effects of FOMO appeals on consumers. In addition, it offers valuable insights for companies regarding the perceived manipulative nature of FOMO marketing appeals and its lasting impact on brands. Furthermore, it advocates a more ethical approach to sales to safeguard vulnerable, FOMO-prone consumers.

Keywords: FOMO-prone consumer; Fear of missing out; Post-purchase behavior; Consumer vulnerability; Consumer well-being (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0007681324001575
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:68:y:2025:i:2:p:197-212

DOI: 10.1016/j.bushor.2024.11.001

Access Statistics for this article

Business Horizons is currently edited by C. M. Dalton

More articles in Business Horizons from Elsevier
Bibliographic data for series maintained by Catherine Liu ().