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Open AccessArticle

Conformity Consumption Behavior and FoMO

Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea
Author to whom correspondence should be addressed.
Sustainability 2019, 11(17), 4734;
Received: 11 July 2019 / Revised: 16 August 2019 / Accepted: 27 August 2019 / Published: 30 August 2019
(This article belongs to the Section Economic and Business Aspects of Sustainability)
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. View Full-Text
Keywords: fear of missing out; conformity consumption; culturally associated brand; evaluation process fear of missing out; conformity consumption; culturally associated brand; evaluation process
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Kang, I.; Cui, H.; Son, J. Conformity Consumption Behavior and FoMO. Sustainability 2019, 11, 4734.

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