- Pazarlama ve Araştırmaları Dergisi
- Cilt: 16 Sayı: 3
- High and Low Arousal FOMO (Fear of Missing Out) States and Their Effects on Consumers’ Product and E...
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 : 78 | Download : 60
Publication Date : 2023-09-30
Article Type : Research
Abstract :FOMO (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 (e.g., when an individual is anxious) and low arousal situations (e.g., when an individual is bored). When involved in negative high (vs. low) arousal experiences, positive low (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