Brands' dark side: FOMO spurs obsession, compulsive buys

Oct 07, 2024

Ever scrolled through Instagram or TikTok and felt a sudden rush to buy something before it's gone? You're not alone. 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 even anxiety.