Yüksek ve Düşük Uyarılma Durumlarında Yaşanan FOMO (Gelişmeleri Kaçırma Korkusu)’nun Tüketicilerin Ürün ve Deneyim Tercihlerine Etkisi

Abstract

FOMO (gelişmeleri kaçırma korkusu), toplumda yaygın bir his olmasına karşın pazarlama alanında sınırlı ölçüde araştırılmış bir kavramdır. Bu araştırma, FOMO'yu duygu teorisi perspektifinden inceleyerek FOMO hissinin oluşmasındaki fizyolojik yüksek ve düşük uyarılma durumları ile bunların tüketici tercihlerine etkisini araştırır. Spesifik olarak, FOMO'nun hem yüksek uyarılma (örneğin, bir kişi endişeli olduğunda) hem de düşük uyarılma durumlarında (örneğin, bir kişi sıkıldığında) deneyimlenebileceğini gösterir. Yüksek (düşük) bir uyarılma halindeyken, düşük (yüksek) uyarılma yaratan ve kaçırma korkusu yaşanan faaliyetler daha fazla FOMO'ya neden olmaktadır. Ayrıca, oluşan FOMO hissi, kişinin mevcut uyarılma durumuna zıt nitelikte ürün ve deneyim tercihlerine yol açar. Bu çalışma, tüketicilerin fizyolojik uyarılma seviyelerini düzenlemeye yönelik seçimleri nasıl yaptıklarına dair akademik bilgiye katkıda bulunmanın yanı sıra, FOMO'nun pazarlama ile ilgili sonuçları hakkında büyüyen literature katkıda bulunmaktadır.

Keywords

• FOMO
• gelişmeleri kaçırma korkusu
• duygu
• uyarılma
• tüketici davranışları

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

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
• fear of missing out
• affect
• arousal
• consumer behaviour

References

1. References Adams, S. K., Williford, D. N., Vaccaro, A., Kisler, T. S., Francis, A., and Newman, B. (2017). The young and the restless: Socializing trumps sleep, fear of missing out, and technological distractions in first-year college students. International Journal of Adolescence and Youth, 22(3), 337-348. doi: 10.1080/02673843.2016.1181557
2. Alt, D. (2015). College students’ academic motivation, media engagement and fear of missing out. Computers in Human Behavior, 49, 111-119. doi: 10.1016/j.chb.2015.02.057
3. Alt, D. (2018). Students’ wellbeing, fear of missing out, and social media engagement for leisure in higher education learning environments. Current Psychology, 37(1), 128-138. doi: 10.1007/s12144-016-9496-1
4. Argan, M., Argan, M. T., Aydınoğlu, N. Z., and Özer, A. (2022). The delicate balance of social influences on consumption: A comprehensive model of consumer-centric fear of missing out. Personality and Individual Differences, 194, 111638. doi: 10.1016/j.paid.2022.111638
5. Baker, Z. G., Krieger, H., and LeRoy, A. S. (2016). Fear of missing out: Relationships with depression, mindfulness, and physical symptoms. Translational Issues in Psychological Science, 2(3), 275. doi: 10.1037/tps0000075
6. Błachnio, A., and Przepiórka, A. (2018). Facebook intrusion, fear of missing out, narcissism, and life satisfaction: A cross-sectional study. Psychiatry Research, 259, 514-519. doi: 10.1016/j.psychres.2017.11.012
7. Cohen, J. B., Pham, M. T., and Andrade, E. B. (2018). “The Nature and Role of Affect in Consumer Behavior,” in Hand-book of Consumer Psychology, ed. Curtis P. Haugtvedt, Paul M. Herr, and Frank R. Kardes, New York: Erlbaum, 297–348. doi: 10.4324/9780203809570
8. Di Muro, F., and Murray, K. B. (2012). An arousal regulation explanation of mood effects on consumer choice. Journal of Consumer Research, 39(3), 574-584. doi: 10.1086/664040

9. Elhai, J. D., Levine, J. C., Dvorak, R. D., and Hall, B. J. (2016). Fear of missing out, need for touch, anxiety and depression are related to problematic smartphone use. Computers in Human Behavior, 63, 509-516. doi: 10.1016/j.chb.2016.05.079
10. Fedorikhin, A., and Patrick, V. M. (2010). Positive mood and resistance to temptation: The interfering influence of elevated arousal. Journal of Consumer Research, 37(4), 698-711. doi: 10.1086/655665
11. Feldman Barrett, L., and Russell, J. A. (1998). Independence and bipolarity in the structure of current affect. Journal of Personality and Social Psychology, 74(4), 967. doi: 10.1037/0022-3514.74.4.967
12. Good, M. C., and Hyman, M. R. (2020a). ‘Fear of missing out’: Antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341. doi: 10.1080/10696679.2020.1766359
13. Good, M. C., and Hyman, M. R. (2020b). Direct and indirect effects of fear-of-missing-out appeals on purchase likelihood. Journal of Consumer Behavior, 20(3), 564–576. doi: 10.1002/cb.1885
14. Gorn, G., Tuan Pham, M., and Yatming Sin, L. (2001). When arousal influences ad evaluation and valence does not (and vice versa). Journal of Consumer Psychology, 11(1), 43-55. doi: 10.1207/S15327663JCP1101_4
15. Hayran, C., and Anik, L. (2021) "Well-being and fear of missing out (FOMO) on digital content in the time of COVID-19: A correlational analysis among university students." International Journal of Environmental Research and Public Health, 18(4), 1974. doi: 10.3390/ijerph18041974
16. Hayran, C., and Gurhan-Canli, Z. (2022). Understanding the feeling of missing out: A temporal perspective. Personality and Individual Differences, 185, 111307. doi: 10.1016/j.paid.2021.111307
17. Hayran, C., Anik, L., and Gürhan-Canli, Z. (2020). A threat to loyalty: Fear of missing out (FOMO) leads to reluctance to repeat current experiences. PloS One, 15(4), e0232318. doi: 10.1371/journal.pone.0232318
18. Hodkinson, C. (2019). ‘Fear of Missing Out’(FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65-88. doi: 10.1080/13527266.2016.1234504
19. Isen, A. M. (1987). "Positive Affect, Cognitive Processes and Social Behavior," in Advances in Experimental Psychology, ed. L. Berkowitz, New York: Academic Press, 203-51. doi: 10.1016/S0065-2601(08)60415-3 Kang, I., Cui, H., and Son, J. (2019). Conformity consumption behavior and FoMO. Sustainability, 11(17), 4734. doi: 10.3390/su11174734
20. Kang, I., and Ma, I. (2020). A study on bandwagon consumption behavior based on fear of missing out and product characteristics. Sustainability, 12(6), 2441. doi: 10.3390/su12062441
21. Kim, H., Park, K., and Schwarz, N. (2010). Will this trip really be exciting? The role of incidental emotions in product evaluation. Journal of Consumer Research, 36(6), 983-991. doi: 10.1086/644763
22. Larsen, R. J. (2000). Toward a science of mood regulation. Psychological Inquiry, 11(3), 129-141. doi: 10.1207/S15327965PLI1103_01
23. Laurence, E. and Temple, J. (2022). The Psychology Behind the Fear of Missing Out (FOMO). https://www.forbes.com/health/mind/the-psychology-behind-fomo/
24. Meloy, M. G. (2000). Mood-driven distortion of product information. Journal of Consumer Research, 27(3), 345-359. doi: 10.1086/317589
25. Milyavskaya, M., Saffran, M., Hope, N., and Koestner, R. (2018). Fear of missing out: Prevalence, dynamics, and consequences of experiencing FOMO. Motivation and Emotion, 42(5), 725-737. doi: 10.1007/s11031-018-9683-5
26. Oberst, U., Wegmann, E., Stodt, B., Brand, M., and Chamarro, A. (2017). Negative consequences from heavy social networking in adolescents: The mediating role of fear of missing out. Journal of Adolescence, 55, 51-60. doi: 10.1016/j.adolescence.2016.12.008
27. Przybylski, A. K., Murayama, K., DeHaan, C. R., and Gladwell, V. (2013). Motivational, emotional, and behavioural correlates of fear of missing out. Computers in Human Behaviour, 29(4), 1841-48. doi: 10.1016/j.chb.2013.02.014
28. Raghunathan, R., Pham, M. T., and Corfman, K. P. (2006). Informational properties of anxiety and sadness, and displaced coping. Journal of Consumer Research, 32(4), 596-601. doi: 10.1086/500491
29. Scott, E. 2022. How to Deal with FOMO in Your Life. https://www.verywellmind.com/how-to-cope-with-fomo-4174664
30. Tandon, A., Dhir, A., Almugren, I., AlNemer, G. N., and Mäntymäki, M. (2021). Fear of missing out (FoMO) among social media users: a systematic literature review, synthesis and framework for future research. Internet Research. 31(3), 782–821. doi: 10.1108/INTR-11-2019-0455
31. Thayer, R. E. (1986). Activation-deactivation adjective check list: Current overview and structural analysis. Psychological Reports, 58(2), 607-614. doi: 10.2466/pr0.1986.58.2.607
32. Wang, P., Xie, X., Wang, X., Wang, X., Zhao, F., Chu, X., ... and 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, 133-138. doi: 10.1016/j.paid.2018.02.035
33. Yik, M. S., Russell, J. A., and Barrett, L. F. (1999). Structure of self-reported current affect: Integration and beyond. Journal of Personality and Social Psychology, 77(3), 600. doi: 10.1037/0022-3514.77.3.600
34. Zillmann, D., Hezel, R. T., and Medoff, N. J. (1980). The Effect of Affective States on Selective Exposure to Televised Entertainment Fare 1. Journal of Applied Social Psychology, 10(4), 323-339. doi: 10.1111/j.1559-1816.1980.tb00713.x
35. Zillmann, D. (1988). Mood management through communication choices. American Behavioral Scientist, 31(3), 327-340. doi: 10.1177/000276488031003005