Fear of Missing Out (FOMO) Vs. Joy of Missing Out (JOMO) in Consumer Behavior: A Dual-Emotion Behavioral Investigation

The digital marketplace has amplified emotional decision-making, especially through persuasive interfaces and realtime social comparison. Two counteracting emotional states—Fear of Missing Out (FOMO) and Joy of Missing Out (JOMO)— profoundly shape consumer motivations, urgency, impulsivity, and post-purchase evaluation. This research article conducts a dual-emotion behavioral investigation enriched by contemporary case studies from e-commerce, social media, travel, gaming, sustainability, and lifestyle consumption. By integrating affective psychology, self-determination theory, and dual-process models, this study proposes a comprehensive theoretical framework explaining how FOMO accelerates impulsive purchasing while JOMO fosters mindful, autonomous consumption. Three case studies are included: (1) flash-sale e-commerce, (2) travel and experience marketing, and (3) digital detox and minimalist lifestyle brands. The findings illuminate the growing tension between anxiety-driven participation and autonomy-driven withdrawal in consumer culture. Implications are provided for marketers, policymakers, and consumer well-being researchers.