What is FoMO (The Fear of Missing Out)

FoMO (The fear of missing out) was noticed by marketers and started to be used on consumers. FoMO is an anxiety disorder that is defined as not being aware of exciting things when not being looked at, or missing out on the experiences of others. Although the FoMO effect has a negative meaning, businesses manage to use this concern to their advantage. Limited production, shortage of products in stock, short-term discounts, showing the number of people interested in the same product, promotions offered as opportunities not to be missed are among the efforts of businesses to persuade consumers through FoMO. It is seen that the literature on FoMO in the field of marketing is limited. This study aimed to examine the relationship between FoMO and consumption and to evaluate the relevant literature. For this purpose, the findings, results, and evaluations obtained by examining the experimental and conceptual studies in the relevant literature were synthesized.