Fear of missing out (FOMO) in flash sales contexts: determinants of purchase intention

Key Points

• Purchase intention increases significantly under conditions of FOMO during flash sales, indicating psychological effects.
• Key determinants include scarcity and urgency factors, which amplify feelings of missing out on deals.
• Assessment using survey data from flash sale promotions highlights trends in consumer decision-making.
• This may enable marketers to better design flash sale campaigns that leverage FOMO to drive sales.