Under the influence of FoMO: Its role in Gen Z consumer behavior

Identifier:  TFG:10222

Handle: https://hdl.handle.net/20.500.11797/TFG10222

Authors:  Vilella Rodríguez, Mar

Abstract:
This research analyzes the role of the fear of missing out (FoMO) in the consumption behavior of Generation Z and how marketing strategies incorporating it influence their decisions. Through a qualitative analysis based on a focus group—selected beforehand via a quantitative survey—the study explored participants' perceptions of stimuli both with and without FoMO-related appeals. The results confirm the presence of this phenomenon, particularly regarding social experiences, and demonstrate that consumption decisions are not always rational but are instead conditioned by emotional and psychological factors relevant to marketing.