CONSUMER BEHAVIOUR

Brands' dark side: How FOMO spurs obsession and compulsive buying

By our African Marketing Confederation News Team | 2024

Marketers can create urgency without pushing customers into unhealthy buying habits, researchers suggest.

Have you ever scrolled through Instagram or TikTok and felt a sudden rush to buy something before it’s gone? You’re not alone. 

Photo by Andrea Piacquadio from Pexels

A new study published in the Journal of Business Research, investigates how a ‘fear of missing out’ (FOMO) and intense brand passion are pushing many consumers toward compulsive buying – often leading to stress, debt, and anxiety. 

 

Researchers from the University of Portsmouth in the UK surveyed over 500 consumers to understand the connection between FOMO, brand passion, and compulsive buying. The results reveal that FOMO is a key trigger. But what happens next depends on how people channel their brand passion. 

 

Brand passion can be a double-edged sword and comes in two forms: 

 

  • Harmonious passion: Where people enjoy a brand in a balanced, healthy way. 

 

  • Obsessive passion: Where the brand starts controlling people, leading them to buy impulsively, even if it causes financial strain. 

 

“Our study reveals that while the fear of missing out can drive strong connections with brands, it also has the potential to fuel harmful spending habits, especially among younger consumers,” says Yuksel Ekinci, Professor of Marketing and Sales at the university. 

 

Obsessive brand passion, fuelled by FOMO, is a strong predictor of compulsive buying. This is particularly true for young people, who often feel more social pressure to keep up with trends and experiences shared online. 

 

Flash sales, limited-time offers, and idealised customer experiences – especially on social media – build a powerful fear of missing out. 

 

Ethical approaches that encourage healthy, harmonious passion 

 

“It’s crucial that brands acknowledge their role in shaping consumer behaviour and adopt more ethical approaches that encourage healthy, harmonious passion rather than obsessive purchasing,” emphasises Ekinci. 

 

“Our study reveals that while the fear of missing out can drive strong connections with brands, it also has the potential to fuel harmful spending habits, especially among younger consumers.” 

 

The study highlights that, for marketers, understanding how to responsibly engage with consumers driven by FOMO and passion is key. However, when brands encourage obsessive passion (as seen with fast fashion or instant services), they must do so carefully, particularly when targeting younger audiences. 

 

Ethical marketing tips suggested by the study include: 

 

  • Create urgency without pushing customers into unhealthy buying habits. 

 

  • Offer transparency and focus on sustainability, not just quick sales. 

 

  • Promote responsible consumption – emphasising quality, not quantity. 

 

  • Build community spaces where consumers can share their experiences with a brand in a balanced way. 

 

You can find out more about the study, titled ‘The dark side of brands: Exploring fear of missing out, obsessive brand passion, and compulsive buying’, here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.