恐惧上诉
心理学
广告
特质
主题分析
营销
概念模型
社会心理学
公共关系
业务
定性研究
社会学
政治学
计算机科学
程序设计语言
数据库
社会科学
标识
DOI:10.1080/13527266.2016.1234504
摘要
The ‘Fear of Missing Out’ (‘FOMO’) is a well-known concept in popular culture. Consequently, it has been co-opted and successfully utilised in commercial advertising appeals to initiate sales. However, academic research to date has focussed exclusively on FOMO as an individual trait leading to self-initiated FOMO-driven behaviours. By contrast, the success of FOMO sales appeals relies upon consumers’ responses; therefore, it is necessary to understand these response mechanisms. This is the first known academic research to investigate consumer response mechanisms in relation to externally initiated FOMO appeals. In doing so, this research develops an original taxonomy of FOMO appeals; establishes a thematic map of response elements; identifies theory relevant to individuals’ responses; formulates an operational response model; and proposes a future FOMO research agenda.
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