High and Low Arousal FOMO (Fear of Missing Out) States and Their Effects on Consumers’ Product and Experience Preferences

Authors : Ceren HAYRAN ŞANLI, Zeynep GÜRHAN CANLI

Pages : 589-606

View : 81 | Download : 65

Publication Date : 2023-09-30

Article Type : Research Paper

Abstract :FOMO insert ignore into journalissuearticles values(fear of missing out); is a ubiquitous phenomenon that is under-researched in marketing. We explore FOMO from an affect perspective and show that it can occur both as a high and a low arousal feeling, leading to different product and experience choices in consumer context. Specifically, we show that FOMO may be experienced both during high arousal insert ignore into journalissuearticles values(e.g., when an individual is anxious); and low arousal situations insert ignore into journalissuearticles values(e.g., when an individual is bored);. When involved in negative high insert ignore into journalissuearticles values(vs. low); arousal experiences, positive low insert ignore into journalissuearticles values(vs. high); arousal unattended alternative activities induce a higher level of FOMO. We further show that experiencing FOMO leads to different product and experience preferences that are opposite in arousal level with one’s current affective state. We contribute to the academic knowledge on how consumers make choices that are compatible with regulating their arousal level as well as extend the growing research stream on marketing related outcomes of FOMO.
Keywords : FOMO, gelişmeleri kaçırma korkusu, duygu, uyarılma, tüketici davranışları