61. Walking away: Investigating the adverse impact of FOMO appeals on FOMO-prone consumers

Morsi, N., Sá, E., & Silva, J. (2025). Walking away: Investigating the adverse impact of FOMO appeals on FOMO-prone consumers. Business Horizons, 68(2), 197–212. https://doi.org/10.1016/j.bushor.2024.11.001This study examines the negative effects of FOMO-based marketing strategies on consumers highly prone to the “fear of missing out.” Drawing on interviews with 57 Egyptian consumers and using the Critical Incident Technique, the research highlights how promotional triggers such as discounts and “buy one, get one free” offers (52.9%) are the most common causes of FOMO-driven purchases, followed by trends (26.4%) and scarcity appeals (20.7%). These stimuli often lead to irrational purchase decisions (95.4%), including impulsive, compulsive, and conformity-based buying. Post-purchase, consumers reported predominantly negative outcomes: cognitive dissatisfaction (75.9%), doubts about judgment, financial stress, and emotional distress, especially guilt, shame, and regret (66.4%). Despite this, half of respondents still intended to repurchase or recommend, showing high vulnerability. The study develops a typology of dissatisfied FOMO consumers—Butterflies, Devotees, Endorsers, and Shopaholics—based on their repurchase and recommendation behavior. Findings stress that while FOMO marketing boosts short-term sales, it risks harming long-term consumer well-being and brand reputation, supporting calls for ethical “well-being marketing.”