M3. #Fomo: How the Fear of Missing Out Drives Consumer Purchase Decisions
This research focuses on consumers’ purchase decisions motivated by FOMO. Two studies demonstrate that purchase intent is higher when participants’ imagine that their close social groups will attend, an effect mediated by FOMO. Furthermore, the type of experience (ordinary, extraordinary) moderates the relationship of social groups (close, distant) on FOMO.
Citation:
Michelle van Solt, Jessica Rixom, and Kimberly Taylor (2018) ,"M3. #Fomo: How the Fear of Missing Out Drives Consumer Purchase Decisions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 929-929.
Authors
Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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