دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 16 3 2026 09 23 Customer Fear of Missing Out (FoMO) Model: A Meta-Analysis of Antecedents and Consequences مدل ترس از در حاشیه ماندن (FoMO) مشتری: فراتحلیلی از پیشایندها و پیامدها 29 54 30450 10.22108/nmrj.2026.146874.3280 FA زهره دهدشتی شاهرخ استاد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران وحید ناصحی فر استاد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران محمدصالح ترکستانی دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران محمدحسن شادبه دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران Journal Article 2025 12 09 Fear of Missing Out (FoMO) is a relatively recent concept in marketing, having previously been studied primarily in cognitive science and psychology, where it is often framed as a negative phenomenon requiring intervention. In recent years, as FoMO has gained traction in management and marketing literature, scholars have recognized its potential to positively influence consumer behavior, creating opportunities for mutually beneficial outcomes for both organizations and consumers. This study aimed to identify and formulate a model of FoMO, including its antecedents and consequences, using a meta-analytic approach. In the first stage, 920 articles from reputable scientific databases, including Scopus, Elsevier, and Sage, were identified. Through a judgmental screening process, 25 articles focusing on FoMO and consumer behavior were selected. This research employed a qualitative methodology; however, given that the selected articles were quantitative in nature, a meta-analysis was conducted to derive the FoMO model, along with its antecedents and consequences.<br />The findings indicated that FoMO was a key variable influencing the consumer decision-making process. Personal traits and tendencies, along with pre-purchase psychological factors, were identified as independent variables, whereas purchasing and consumption behaviors, post-purchase psychological factors, and social media-related behaviors emerged as dependent variables. Finally, a consumer behavior–oriented FoMO model grounded in meta-analysis was presented.<br /><strong>Introduction</strong><br />Consumer behavior is profoundly shaped by cultural context, rendering the purchasing patterns of Iranian buyers distinct from those observed in other markets. One concept that has gained traction in this regard is the Fear of Missing Out (FoMO)—defined as the anxiety associated with being excluded from rewarding experiences that others might enjoy. FoMO is a culturally and psychologically rooted phenomenon. Although initially examined within psychology as a negative behavioral trait, the rise of social media and online shopping has shifted its relevance toward the marketing domain. Recent research has shown that FoMO can positively drive consumer engagement, stimulate impulsive buying, and enhance the financial performance of companies. In industries like fashion, food and beverage, luxury goods, and real estate, marketers increasingly employ FoMO-based strategies to create urgency and boost customer participation. Despite its growing importance, existing research has largely explored FoMO in fields, such as psychology, information systems, and digital currency, leaving its behavioral marketing model relatively underdeveloped. The central problem addressed in this study was the absence of a conceptual model that explained the antecedents and consequences of FoMO in consumer behavior. To address this gap, the current research aimed to identify and structure the variables influencing FoMO and its effects by using a quantitative meta-analytic approach. The study covered all relevant research published between 2016 and 2025 across major academic databases. The findings were expected to assist organizations in developing strategies to attract new consumers, retain existing ones, and design effective marketing campaigns—particularly those that activated FoMO through time-limited offers, exclusivity appeals, and limited-edition products.<br /> <br /><strong>Materials & Methods</strong><br />This study was exploratory in purpose, developmental in outcome, and quantitative in nature. Its primary objective was to identify and analyze prior quantitative research in order to construct a meta-analytic model of Fear of Missing Out (FoMO) within the context of consumer behavior. A systematic literature review was conducted to identify the antecedents and consequences of FoMO and evaluate its impact on consumers’ purchasing behavior. Given that most previous studies in this domain were quantitative, the meta-analysis method was adopted. The screening and selection of articles followed the PRISMA framework with clearly defined inclusion and exclusion criteria. From an initial pool of 920 studies identified from both international databases (Emerald, Elsevier, Scopus, Taylor & Francis, Web of Science, Wiley, Sage) and domestic sources (MagIran, Irandoc, SID, NoorMags, Humanistic), a total of 25 quantitative studies in marketing and consumer behavior were included in the meta-analysis. Statistical data were extracted and converted into standardized effect sizes computed by using Python libraries like Pandas. Each hypothesis was analyzed under a fixed-effects model to determine its magnitude and significance based on Cohen’s *d*. After excluding variables reported in fewer than 3 studies, 5 valid hypotheses remained. Publication bias was assessed by using funnel plots, which confirmed the symmetry and validity of the included data. The results revealed strong effects for psychological and personality factors (H1, H4) and moderate effects for post-purchase and social media–related behaviors (H5–H7). Collectively, this meta-analysis establishes a robust and empirically validated conceptual framework for understanding the role of FoMO in consumer decision-making.<br /> <br /><strong>Research Findings</strong><br />Following the systematic review and meta-analysis, a total of 25 quantitative studies related to consumer FoMO were identified and analyzed. The findings revealed that personality traits and tendencies, along with pre-purchase psychological factors, served as the two main antecedents of consumer FoMO. In contrast, purchase and consumption behaviors, post-purchase psychological factors, and social media–related behaviors emerged as its principal outcomes.<br />The combined effect sizes calculated using Cohen's *d* ranged from 0.30 to 0.74, indicating moderate to strong relationships among the variables associated with FoMO. The largest effect sizes were observed for pre-purchase psychological factors (*d* = 0.74) and personality characteristics and tendencies (*d* = 0.55), confirming the significant role of internal dispositional factors in shaping FoMO-driven consumer behavior. Furthermore, the effects of FoMO on purchase and consumption behavior (*d* = 0.38), post-purchase psychological factors (*d* = 0.30), and social media–related behavior (*d* = 0.31) were validated, underscoring its importance in consumer decision-making and marketing dynamics.<br />All five retained hypotheses (H1, H4, H5, H6, and H7) were supported, demonstrating that the final conceptual model exhibited stability and logical directionality across the analyzed empirical data.<br /> <br /><strong>Discussion of Results & Conclusion</strong><br />The findings of this study revealed that, in the digital era, FoMO has evolved from a purely psychological phenomenon into a strategic marketing instrument that significantly shapes consumer behavior (Tresna, 2025). Through a systematic review and meta-analysis, this research developed a comprehensive model that connected the psychological and behavioral dimensions of consumer FoMO. The meta-analytic results confirmed that personality traits and tendencies, along with pre-purchase psychological factors, constituted the dominant antecedents of FoMO, exerting strong effects on its formation. Conversely, FoMO itself drove purchase and consumption behaviors, post-purchase psychological responses, and social media–related actions, confirming its dual psychological and behavioral nature.<br />The supported hypotheses substantiated the theoretical framework, showing that FoMO not only triggered immediate buying impulses, but also influenced long-term consumer engagement. In today’s digital marketplace, FoMO acts as a psychological catalyst for urgency, scarcity perception, and social validation—elements that enhance interaction, conversion, and brand loyalty (Bui et al., 2022; Deliana et al., 2024). This transformation signifies a major shift: FoMO has transcended its origins as a psychological observation to become a strategic imperative for modern business competitiveness.<br />Consequently, the final model demonstrated that integrating FoMO-based insights into digital marketing strategies enables brands to more effectively stimulate consumer decision-making. FoMO now represents a critical intersection between psychological stimuli and behavioral marketing, positioning it as one of the most dynamic drivers of innovation and consumer response in contemporary markets. ترس از در حاشیه ماندن (FoMO) از مفاهیم جدید در بازاریابی است که تا پیش‌از این، بیشتر در حوزه‌های علوم شناختی و روان‌شناسی بررسی و تحلیل شده است. در این علوم به «فومو» معمولاً از دید پدیده‌ای مذموم و نیاز به اصلاح پرداخته شده است. در سال‌های اخیر که پدیدۀ فومو وارد مباحث مدیریت و بازاریابی شده است، اندیشمندان این حوزه متوجه توانایی این پدیده در اثرگذاری مثبت آن در رفتار مصرف‌کنندگان شده‌اند. این رفتار مثبت، ظرفیت ایجاد بهره‌گیری دوطرفۀ سازمان و مصرف‌کننده را دارد. هدف این پژوهش این است که با استفاده از روش فراتحلیل، مدل ترس از در حاشیه ماندن، پیشایندها و پیامدهای آن شناسایی و تدوین شود. در نخستین مرحله، 920 پژوهش از تمامی پایگاه‌های علمی معتبر (اسکوپوس، الزویر، سیج) استخراج و پس‌از غربالگری، 25 پژوهش مرتبط با حوزۀ فومو و رفتار مصرف‌کننده به روش قضاوتی انتخاب شدند. این پژوهش ازطریق روش تحقیق کیفی صورت گرفته است. با توجه به اینکه پژوهش‌ها کمّی بودند، با استفاده از روش فراتحلیل، مدل ترس از در حاشیه ماندن مشتری و نیز پیشایندها و پیامدهای آن استخراج شد. یافته‌ها نشان داد که فومو از متغیرهای تأثیرگذار در فرایند تصمیم‌گیری مصرف‌کننده است و متغیرهای ویژگی‌ها، تمایلات شخصی و عوامل روان‌شناختی قبل‌از خرید به‌عنوان متغیرهای مستقل و متغیرهای رفتارهای خرید و مصرف، عوامل روان‌شناختی پس‌از خرید و رفتارهای رفتارها در بستر شبکه‌های اجتماعی به‌عنوان متغیرهای وابسته شناسایی شدند. در آخر نیز مدل فومو از منظر رفتار مصرف‌کننده مبتنی‌بر روش فراتحلیل، ارائه شد. https://nmrj.ui.ac.ir/article_30450_d18586531568a5bb8c16df2d2ffd8099.pdf