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.
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.
Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University
NA - Advances in Consumer Research Volume 46 | 2018
L11. Consumer Search Mode Produces Unintended Marketing Consequences
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
P2. The Upside of Myopic Loss Aversion
Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA