Usage of Fear of Missing Out in Promotional Activities – A Research Agenda
Usage of Fear of Missing Out in Promotional Activities – A Research Agenda

Author(s): Goran Dedić
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Summary/Abstract: Fear of missing out (FOMO) can be defined as an individual’s pervasive apprehension that others might be having rewarding experiences from which one is absent. Fear of missing out can be considered to arise from deficits in one's need satisfaction and, considering the fact that purchasing behaviour is generally driven by various needs and wants, usage of FOMO-based appeals holds the potential to amplify the effectiveness of those appeals, and the overall effectiveness of promotional activities. This paper provides a research agenda discussing the FOMO phenomena and its implications for promotional activities, primarily highly-targeted ones conducted in digital environments.

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