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Conformity Consumption Behavior and FoMO

Author

Listed:
  • Inwon Kang

    (Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

  • Haixin Cui

    (Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

  • Jeyoung Son

    (Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

Abstract

Culturally associated brands that reflect the cultural backgrounds of other countries have been extensively studied, but research on the conformity consumption of culturally associated brands in specific countries has rarely been conducted. This study focuses on the fear of missing out (FoMO) phenomenon as a tool for explaining consumers’ conformity consumption and examines what causes it. Although the FoMO concept is primarily used in the online field, it is considered to be a very suitable tool for explaining offline consumption behavior as well. This study will be useful for establishing long-term and sustainable strategies by firms through matured discussions on conformity consumption.

Suggested Citation

  • Inwon Kang & Haixin Cui & Jeyoung Son, 2019. "Conformity Consumption Behavior and FoMO," Sustainability, MDPI, Open Access Journal, vol. 11(17), pages 1-18, August.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:17:p:4734-:d:262373
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    References listed on IDEAS

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    2. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, Oxford University Press, vol. 15(4), pages 473-481, March.
    3. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    4. Amatulli, Cesare & Guido, Gianluigi & Nataraajan, Rajan, 2015. "Luxury purchasing among older consumers: exploring inferences about cognitive Age, status, and style motivations," Journal of Business Research, Elsevier, vol. 68(9), pages 1945-1952.
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    Cited by:

    1. Inwon Kang & Ilhwan Ma, 2020. "A Study on Bandwagon Consumption Behavior Based on Fear of Missing Out and Product Characteristics," Sustainability, MDPI, Open Access Journal, vol. 12(6), pages 1-16, March.

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