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Year 2020, Proceedings of The Third Economics, Business And Organization Research (EBOR) Conference, 278 - 294, 31.12.2020

Abstract

References

  • American Psychiatric Association (APA) (2013). Diagnostic and statistical manual of mental disorders: diagnostic and statistical manual of mental disorders. 5th edn. Arlington: DSM Library.
  • Aral, S. & Walker, D. (2012). ‘Identifying Influential and Susceptible Members of Social Networks’, Science, 337(6092), pp. 337–341. doi:10.1126/science.1215842
  • Aydın, D., Selvi, Y., Kandeger, A. & Boysan, M. (2019). ‘The relationship of consumers' compulsive buying behavior with biological rhythm, impulsivity, and fear of missing out’, Biological Rhythm Research, pp. 1-9. doi:10.1080/09291016.2019.1654203
  • Beike, D.R., Markman, K.D. & Karadogan, F. (2009). ‘What we regret most are lost opportunities: a theory of regret intensity’, Personality and Social Psychology Bulletin, 35(3), pp. 385–397. doi:10.1177/0146167208328329
  • Bitner, A. & Albinsson, P.A. (2016). ‘Targeting young adults: the effectiveness of social media use for local businesses’, Atlantic Marketing Association Annual Proceedings, pp 1-17.
  • Bleier, A. & Eisenbeiss, M. (2015). ‘The importance of trust for personalized online advertising’, Journal of Retailing, 91(3), pp. 390-409. doi:10.1016/j.jretai.2015.04.001
  • Boateng, G.O., Neilands, T.B., Frongillo, E.A., Melgar-Quiñonez, H.R. & Young, S.L. (2018). ‘Best practices for developing and validating scales for health, social, and behavioral research: a primer’, Frontiers in Public Health, 6:149, pp. 1-18. doi:10.3389/fpubh.2018.00149
  • Booth, D. & Koberg, C. (2012). Display advertising: an hour a day. Indianapolis: John Wiley & Sons Inc.
  • Brock, T.C. (1968). ‘Implications of commodity theory for value change’, in Greenwald, A.G., Brock, T.C., and Ostrom, T.M. (eds.) Psychological Foundations of Attitudes. New York: Academic Press, pp. 243–275.
  • Castro, I.A., Morales, A.C. & Nowlis, S.M. (2013). ‘The influence of disorganized shelf displays and limited product quantity on consumer purchase’, Journal of Marketing, 77(4), pp. 118-133. doi:10.1509/jm.11.0495
  • Cho, C.H. & Cheon, H.J. (2004). ‘Why do people avoid advertising on the internet?’ Journal of Advertising, 33(4), pp. 89-97. doi:10.1080/00913367.2004.10639175
  • Cialdini, R. (1984). Influence: the psychology of persuasion. New York: William Morrow eCompany.
  • Cramer-Flood, E. (2020). Global Digital Ad Spending Update Q2 2020. Available at: https://www.emarketer.com/content/global-digital-ad-spending-update-q2-2020 (Accessed: 01 November 2020).
  • Cremer, S. (2018). ‘The impact of scarcity messages on the online sales of physical information goods’, Proceedings of the 51st Hawaii International Conference on System Sciences, pp. 3588-3595 doi:10.24251/HICSS.2018.453
  • Eurostat (2020). Individuals - frequency of internet use. Available at: https://appsso.eurostat.ec.europa.eu/nui/ show.do?dataset=isoc_ci_ifp_fu&lang=en (Accessed: 25 November 2020)
  • Ford, W., Andrews, D., Sivaraman, A. & Krishnamurthy, P. (2019). ‘Not all missed opportunities cast the same shadow: Voluntary inaction reduces the “sting” of missed sales promotions’, Journal of Consumer Behaviour, 19(1), pp. 57–67. doi:10.1002/cb.1794
  • Gezgin, D.M. (2018). ‘Relationship among smartphones addiction, age, lack of sleep, fear of missing out and social networking sites use among high school students’, Cypriot Journal of Educational Science, 13(2), pp. 409 - 421. doi:10.18844/cjes.v13i2.2938
  • Gierl, H. and Huettl, V. (2010). ‘Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption’, International Journal of Research in Marketing, 27(3), pp. 225-235. doi:10.1016/j.ijresmar.2010.02.002
  • Goldfarb, A. (2013). ‘What is different about online advertising?’ Review of Industrial Organization, 44(2), pp. 115-129. doi:10.1007/s11151-013-9399-3.
  • Han, Y., Goh, K.Y., Kim, S.H. & Phan, T.Q. (2014). The effect of repeated ad exposure and physical avoidance on consumers' mobile ad response. Paper presented at 35th International Conference on Information Systems: Building a better world through information systems, ICIS 2014, Auckland, New Zealand.
  • Hodkinson, C. (2019). ‘“Fear of Missing Out” (FOMO) marketing appeals: a conceptual model’, Journal of Marketing Communications, 25(1), pp. 65-88. doi:10.1080/13527266.2016.1234504
  • Internet World Stats (2020). Usage and population statistics. Available at: https://www.internetworldstats.com/stats.htm (Accessed: 15 November 2020).
  • ITU (2017). ICT facts and figures 2017. Available at: https://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2017.pdf (Accessed: 9 November 2020).
  • ITU (2019). Measuring digital development: facts and figures – 2019. Available at: https://www.itu.int/en/ITU-D/Statistics/Documents/facts/FactsFigures2019.pdf (Accessed: 9 November 2020).
  • Jang, W.E., Ko, Y.J., Morris, J.D. & Chang, Y. (2015). ‘Scarcity message effects on consumption behavior: limited edition product considerations’, Psychology and Marketing, 32(10), pp. 989-1001. doi:10.1002/mar.20836
  • Jovanović, P., Vlastelica, T. & Cicvarić Kostić, S. (2016). ‘Impact of advertising appeals on purchase intention’, Management, 81, pp. 35-45. doi:10.7595/management.fon.2016.0025
  • Kover, A.J. (1995). ‘Copywriters’ implicit theories of communication: an exploration’, Journal of Consumer Research, 21(4), pp. 596-611. doi:10.1086/209421
  • Kristofferson, K., McFerran, B., Morales, A.C. & Dahl, D.W. (2016). ‘The dark side of scarcity promotions: how exposure to limited-quantity promotions can induce aggression’, Journal of Consumer Research, 43(5), pp. 683-703. doi:10.1093/jcr/ucw056
  • Lambrecht, A. & Tucker, C. (2013). ‘When does retargeting work? Information specificity in online advertising’, Journal of Marketing Research, 50(5), pp. 561-576. doi:10.1509/jmr.11.0503
  • Legault, L. (2017). ‘Self-Determination theory’, Encyclopaedia of Personality and Individual Differences, pp. 1–9. doi:10.1007/978-3-319-28099-8_1162-1
  • Lynn, M. (1991). ‘Scarcity effects on value: a quantitative review of the commodity theory literature’, Psychology and Marketing, 8(1), pp. 43-57. doi:10.1002/mar.4220080105
  • Nassar-McMillan, S.C., Wyer, M., Oliver-Hoyo, M. & Ryder-Burge, A. (2010). ‘Using focus groups in preliminary instrument development: expected and unexpected lessons learned’, The Qualitative Report, 15(6), pp. 1629-1642.
  • Perrin, A. & Anderson, M. (2019). Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018. Pew Research Center. Available at: https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/ (Accessed: 10 November, 2020)
  • Przybylski, A.K., Murayama, K., DeHaan, C.R. & Gladwell, V. (2013). ‘Motivational, emotional, and behavioral correlates of fear of missing out’, Computers in Human Behavior, 29(4), pp. 1841–1848. doi:10.1016/j.chb.2013.02.014
  • Schmidt, S., & Eisend, M. (2015). ‘Advertising repetition: a meta-analysis on effective frequency in advertising’, Journal of Advertising, 44(4), pp. 415–428. doi:10.1080/00913367.2015.1018460
  • Stříteský, V., Stříteský, M., Quigley, M.J.D. & Říha, D. (2016). ‘Significance of demographic variables for targeting of internet advertisements’, Business, Management and Education, 14(1), pp. 1-18. doi:10.3846/bme.2016.277
  • Upreti, A. & Musalay, P. (2018). ‘Fear of missing out, mobile phone dependency and entrapment in undergraduate students’, in Leung, M.T. and Tan, L.M. (eds.) Applied Psychology Readings. Springer: Singapore, pp. 39-56. doi:10.1007/978-981-10-8034-0_3
  • van Doorn, J. & Hoekstra, J.C. (2013). ‘Customization of online advertising: the role of intrusiveness’, Marketing Letters, 24(4), pp. 339-351. doi:10.1007/s11002-012-9222-1
  • Wang, P., Xie, X., Wang, X., Wang, X., Zhao, F., Chu, X., Nie, J. & Lei, L. (2018). ‘The need to belong and adolescent authentic self-presentation on SNSs: a moderated mediation model involving FoMO and perceived social support’, Personality and Individual Differences, 128(2), pp. 133-138. doi:10.1016/j.paid.2018.02.035
  • Worchel, S., Lee, J. & Adewole, A. (1975). ‘Effects of supply and demand on ratings of object value’, Journal of Personality and Social Psychology, 32(5), pp. 906-914. doi:10.1037/0022-3514.32.5.906
  • Zhang, Z., Jiménez, F.R. & Cicala, J.E. (2020). ‘Fear of missing out scale: a self‐concept perspective’, Psychology and Marketing, 2020, pp. 1-16. doi:10.1002/mar.21406

RETARGETED ADVERTISING AND FEAR OF MISSING OUT IN YOUNG PEOPLE: TOWARDS THE DEVELOPMENT OF A SCALE

Year 2020, Proceedings of The Third Economics, Business And Organization Research (EBOR) Conference, 278 - 294, 31.12.2020

Abstract

We report the first part of a two-phase study designed to develop and validate a scale to measure the fear of missing out (FoMO) in the context of retargeted advertisements among young people. We commenced this study after conducting two systematic literature reviews (SLRs), one focusing on the factors that affect the attitude of young people towards retargeted advertisements and the other concentrating on FoMO and young people. It was revealed that FoMO is an area that is poorly understood in the advertising context, evident from a general lack of studies. More importantly, it was determined in the FoMO-related SLR that studies on the link between FoMO and retargeted advertisements are inexistent. Specifically, we look at the fear that others might encounter when coming across repeated online advertisements displaying products that are associated with scarcity or urgency. These advertisements appear on users’ screens after they show interest in a product by, for example, previously visiting a product website. The themes derived from both SLRs relate to fear and lost opportunities, retargeted advertisements, scarcity, and urgency. The SLRs also identified that few studies focus on early and middle adolescence. We then further analysed the derived themes among young people aged between 13 and 21 through focus groups discussions. The findings fielded out a battery of items that emerged from the themes observed in the focus groups discussions. During the second phase, this battery will be deployed in two surveys with different samples. All data will be subjected to diverse factor analysis and tests to construct a robust instrument.

References

  • American Psychiatric Association (APA) (2013). Diagnostic and statistical manual of mental disorders: diagnostic and statistical manual of mental disorders. 5th edn. Arlington: DSM Library.
  • Aral, S. & Walker, D. (2012). ‘Identifying Influential and Susceptible Members of Social Networks’, Science, 337(6092), pp. 337–341. doi:10.1126/science.1215842
  • Aydın, D., Selvi, Y., Kandeger, A. & Boysan, M. (2019). ‘The relationship of consumers' compulsive buying behavior with biological rhythm, impulsivity, and fear of missing out’, Biological Rhythm Research, pp. 1-9. doi:10.1080/09291016.2019.1654203
  • Beike, D.R., Markman, K.D. & Karadogan, F. (2009). ‘What we regret most are lost opportunities: a theory of regret intensity’, Personality and Social Psychology Bulletin, 35(3), pp. 385–397. doi:10.1177/0146167208328329
  • Bitner, A. & Albinsson, P.A. (2016). ‘Targeting young adults: the effectiveness of social media use for local businesses’, Atlantic Marketing Association Annual Proceedings, pp 1-17.
  • Bleier, A. & Eisenbeiss, M. (2015). ‘The importance of trust for personalized online advertising’, Journal of Retailing, 91(3), pp. 390-409. doi:10.1016/j.jretai.2015.04.001
  • Boateng, G.O., Neilands, T.B., Frongillo, E.A., Melgar-Quiñonez, H.R. & Young, S.L. (2018). ‘Best practices for developing and validating scales for health, social, and behavioral research: a primer’, Frontiers in Public Health, 6:149, pp. 1-18. doi:10.3389/fpubh.2018.00149
  • Booth, D. & Koberg, C. (2012). Display advertising: an hour a day. Indianapolis: John Wiley & Sons Inc.
  • Brock, T.C. (1968). ‘Implications of commodity theory for value change’, in Greenwald, A.G., Brock, T.C., and Ostrom, T.M. (eds.) Psychological Foundations of Attitudes. New York: Academic Press, pp. 243–275.
  • Castro, I.A., Morales, A.C. & Nowlis, S.M. (2013). ‘The influence of disorganized shelf displays and limited product quantity on consumer purchase’, Journal of Marketing, 77(4), pp. 118-133. doi:10.1509/jm.11.0495
  • Cho, C.H. & Cheon, H.J. (2004). ‘Why do people avoid advertising on the internet?’ Journal of Advertising, 33(4), pp. 89-97. doi:10.1080/00913367.2004.10639175
  • Cialdini, R. (1984). Influence: the psychology of persuasion. New York: William Morrow eCompany.
  • Cramer-Flood, E. (2020). Global Digital Ad Spending Update Q2 2020. Available at: https://www.emarketer.com/content/global-digital-ad-spending-update-q2-2020 (Accessed: 01 November 2020).
  • Cremer, S. (2018). ‘The impact of scarcity messages on the online sales of physical information goods’, Proceedings of the 51st Hawaii International Conference on System Sciences, pp. 3588-3595 doi:10.24251/HICSS.2018.453
  • Eurostat (2020). Individuals - frequency of internet use. Available at: https://appsso.eurostat.ec.europa.eu/nui/ show.do?dataset=isoc_ci_ifp_fu&lang=en (Accessed: 25 November 2020)
  • Ford, W., Andrews, D., Sivaraman, A. & Krishnamurthy, P. (2019). ‘Not all missed opportunities cast the same shadow: Voluntary inaction reduces the “sting” of missed sales promotions’, Journal of Consumer Behaviour, 19(1), pp. 57–67. doi:10.1002/cb.1794
  • Gezgin, D.M. (2018). ‘Relationship among smartphones addiction, age, lack of sleep, fear of missing out and social networking sites use among high school students’, Cypriot Journal of Educational Science, 13(2), pp. 409 - 421. doi:10.18844/cjes.v13i2.2938
  • Gierl, H. and Huettl, V. (2010). ‘Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption’, International Journal of Research in Marketing, 27(3), pp. 225-235. doi:10.1016/j.ijresmar.2010.02.002
  • Goldfarb, A. (2013). ‘What is different about online advertising?’ Review of Industrial Organization, 44(2), pp. 115-129. doi:10.1007/s11151-013-9399-3.
  • Han, Y., Goh, K.Y., Kim, S.H. & Phan, T.Q. (2014). The effect of repeated ad exposure and physical avoidance on consumers' mobile ad response. Paper presented at 35th International Conference on Information Systems: Building a better world through information systems, ICIS 2014, Auckland, New Zealand.
  • Hodkinson, C. (2019). ‘“Fear of Missing Out” (FOMO) marketing appeals: a conceptual model’, Journal of Marketing Communications, 25(1), pp. 65-88. doi:10.1080/13527266.2016.1234504
  • Internet World Stats (2020). Usage and population statistics. Available at: https://www.internetworldstats.com/stats.htm (Accessed: 15 November 2020).
  • ITU (2017). ICT facts and figures 2017. Available at: https://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2017.pdf (Accessed: 9 November 2020).
  • ITU (2019). Measuring digital development: facts and figures – 2019. Available at: https://www.itu.int/en/ITU-D/Statistics/Documents/facts/FactsFigures2019.pdf (Accessed: 9 November 2020).
  • Jang, W.E., Ko, Y.J., Morris, J.D. & Chang, Y. (2015). ‘Scarcity message effects on consumption behavior: limited edition product considerations’, Psychology and Marketing, 32(10), pp. 989-1001. doi:10.1002/mar.20836
  • Jovanović, P., Vlastelica, T. & Cicvarić Kostić, S. (2016). ‘Impact of advertising appeals on purchase intention’, Management, 81, pp. 35-45. doi:10.7595/management.fon.2016.0025
  • Kover, A.J. (1995). ‘Copywriters’ implicit theories of communication: an exploration’, Journal of Consumer Research, 21(4), pp. 596-611. doi:10.1086/209421
  • Kristofferson, K., McFerran, B., Morales, A.C. & Dahl, D.W. (2016). ‘The dark side of scarcity promotions: how exposure to limited-quantity promotions can induce aggression’, Journal of Consumer Research, 43(5), pp. 683-703. doi:10.1093/jcr/ucw056
  • Lambrecht, A. & Tucker, C. (2013). ‘When does retargeting work? Information specificity in online advertising’, Journal of Marketing Research, 50(5), pp. 561-576. doi:10.1509/jmr.11.0503
  • Legault, L. (2017). ‘Self-Determination theory’, Encyclopaedia of Personality and Individual Differences, pp. 1–9. doi:10.1007/978-3-319-28099-8_1162-1
  • Lynn, M. (1991). ‘Scarcity effects on value: a quantitative review of the commodity theory literature’, Psychology and Marketing, 8(1), pp. 43-57. doi:10.1002/mar.4220080105
  • Nassar-McMillan, S.C., Wyer, M., Oliver-Hoyo, M. & Ryder-Burge, A. (2010). ‘Using focus groups in preliminary instrument development: expected and unexpected lessons learned’, The Qualitative Report, 15(6), pp. 1629-1642.
  • Perrin, A. & Anderson, M. (2019). Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018. Pew Research Center. Available at: https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/ (Accessed: 10 November, 2020)
  • Przybylski, A.K., Murayama, K., DeHaan, C.R. & Gladwell, V. (2013). ‘Motivational, emotional, and behavioral correlates of fear of missing out’, Computers in Human Behavior, 29(4), pp. 1841–1848. doi:10.1016/j.chb.2013.02.014
  • Schmidt, S., & Eisend, M. (2015). ‘Advertising repetition: a meta-analysis on effective frequency in advertising’, Journal of Advertising, 44(4), pp. 415–428. doi:10.1080/00913367.2015.1018460
  • Stříteský, V., Stříteský, M., Quigley, M.J.D. & Říha, D. (2016). ‘Significance of demographic variables for targeting of internet advertisements’, Business, Management and Education, 14(1), pp. 1-18. doi:10.3846/bme.2016.277
  • Upreti, A. & Musalay, P. (2018). ‘Fear of missing out, mobile phone dependency and entrapment in undergraduate students’, in Leung, M.T. and Tan, L.M. (eds.) Applied Psychology Readings. Springer: Singapore, pp. 39-56. doi:10.1007/978-981-10-8034-0_3
  • van Doorn, J. & Hoekstra, J.C. (2013). ‘Customization of online advertising: the role of intrusiveness’, Marketing Letters, 24(4), pp. 339-351. doi:10.1007/s11002-012-9222-1
  • Wang, P., Xie, X., Wang, X., Wang, X., Zhao, F., Chu, X., Nie, J. & Lei, L. (2018). ‘The need to belong and adolescent authentic self-presentation on SNSs: a moderated mediation model involving FoMO and perceived social support’, Personality and Individual Differences, 128(2), pp. 133-138. doi:10.1016/j.paid.2018.02.035
  • Worchel, S., Lee, J. & Adewole, A. (1975). ‘Effects of supply and demand on ratings of object value’, Journal of Personality and Social Psychology, 32(5), pp. 906-914. doi:10.1037/0022-3514.32.5.906
  • Zhang, Z., Jiménez, F.R. & Cicala, J.E. (2020). ‘Fear of missing out scale: a self‐concept perspective’, Psychology and Marketing, 2020, pp. 1-16. doi:10.1002/mar.21406
There are 41 citations in total.

Details

Primary Language English
Subjects Economics
Journal Section Conference Full Paper Proceedings
Authors

Ivan De Battısta This is me

Franco Curmı This is me

Emanuel Saıd This is me

Publication Date December 31, 2020
Published in Issue Year 2020 Proceedings of The Third Economics, Business And Organization Research (EBOR) Conference

Cite

APA De Battısta, I., Curmı, F., & Saıd, E. (2020). RETARGETED ADVERTISING AND FEAR OF MISSING OUT IN YOUNG PEOPLE: TOWARDS THE DEVELOPMENT OF A SCALE. Economics Business and Organization Research278-294.