Conformity Consumption Behavior and FoMO

Inwon Kang, Haixin Cui and Jeyoung Son
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Inwon Kang: Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea
Haixin Cui: Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea
Jeyoung Son: Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea

Sustainability, 2019, vol. 11, issue 17, 1-18

Abstract: Culturally associated brands that reflect the cultural backgrounds of other countries have been extensively studied, but research on the conformity consumption of culturally associated brands in specific countries has rarely been conducted. This study focuses on the fear of missing out (FoMO) phenomenon as a tool for explaining consumers’ conformity consumption and examines what causes it. Although the FoMO concept is primarily used in the online field, it is considered to be a very suitable tool for explaining offline consumption behavior as well. This study will be useful for establishing long-term and sustainable strategies by firms through matured discussions on conformity consumption.

Keywords: fear of missing out; conformity consumption; culturally associated brand; evaluation process (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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