Grapevine

Brands' dark side: FOMO spurs obsession, compulsive buys

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.

Researchers from the University of Portsmouth surveyed 511 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.