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

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.