Author: Dr. Krupa Bhatt
Abstract: The expansion of internet access and digital platforms has brought substantial changes to consumer purchasing patterns. Among the psychological factors shaping these behaviors, compulsive buying and the Fear of Missing Out (FOMO) have gained increasing attention. This research investigates the influence of these factors on contemporary consumer decision-making and assesses the degree to which individuals are affected by them. Data were gathered from 109 participants through structured questionnaires and analyzed using both qualitative and quantitative approaches. The results indicate a growing reliance on the internet in everyday life, significantly impacting how consumers make purchasing decisions. The study also examines the level of awareness regarding mindfulness and conscious shopping habits, as well as individuals’ readiness to minimize the adverse effects linked to impulsive, compulsive, and FOMO-driven consumption. FOMO is defined as the anxiety experienced when individuals perceive that others are enjoying rewarding experiences in their absence. This feeling is often fueled by social comparison, regret, or guilt, prompting individuals to engage in similar activities to avoid exclusion. With the rise of social media and digital connectivity, such experiences have become increasingly widespread. Marketers have actively leveraged FOMO in their promotional strategies by employing techniques that evoke urgency, anticipation, and social influence. These approaches include limited-time offers, exclusive deals, and restricted availability, all designed to accelerate consumer decision-making. Digital platforms frequently incorporate features such as flash sales, countdown timers, and real-time availability updates to intensify this effect. Similarly, fashion and e-commerce brands utilize large-scale promotional campaigns with time-bound discounts and stock limitations to encourage immediate purchases. Overall, these strategies significantly contribute to impulsive buying behaviors by creating a heightened sense of urgency and perceived scarcity.
