32020

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

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.

Anahtar Kelimeler:

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

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,

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