FEAR OF MISSING OUT (FOMO) AND IMPULSE BUYING BEHAVIOUR AMONG YOUNG ADULTS

Abstract

In the contemporary digital era, consumer behaviour is increasingly shaped by psychological and emotional factors due to the widespread use of social media and online shopping platforms. Fear of Missing Out (FOMO) is a psychological phenomenon that refers to the concern that others may be experiencing rewarding events without one’s participation. This feeling often creates urgency and influences individuals to make quick and unplanned purchasing decisions.  The present study aims to examine the relationship between Fear of Missing Out and impulse buying behaviour among young adults. A quantitative correlational research design was used, and data were collected from 150 participants aged between 18 and 24 years. Standardized tools, namely the Fear of Missing Out Scale and the Impulse Buying Tendency Scale, were used. Data were analysed using descriptive statistics and Pearson’s correlation.  The results revealed a moderate positive relationship between Fear of Missing Out and impulse buying behaviour (r = .46, p < .01), indicating that individuals with higher levels of FOMO are more likely to engage in impulsive purchases.  The study highlights the role of emotional urgency and social comparison in influencing consumer behaviour and emphasizes the importance of awareness and self-regulation in online purchasing decisions.