Short answer
Shift from solely relying on urgency and scarcity to incorporating appeals that resonate with consumers' desire for balance, mindfulness, and self-care.
- Field
- Innovation & Markets
- Source
- International Journal of Consumer Studies (2025)
- Method
- Mixed-methods research combining content analysis and in-depth interviews.
- Sample
- 1372 Facebook posts and 20 interview participants
- Evidence
- Strong effect
Marketing strategies that incorporate Joy of Missing Out (JoMO) appeals, focusing on mindfulness and self-care, can foster positive consumer emotions and maintain engagement, offering a valuable counterbalance to traditional Fear of Missing Out (FoMO) tactics. This innovation & markets research insight is drawn from a 2025 study published in International Journal of Consumer Studies. Using Mixed-methods research combining content analysis and in-depth interviews. with 1372 Facebook posts and 20 interview participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Shift from solely relying on urgency and scarcity to incorporating appeals that resonate with consumers' desire for balance, mindfulness, and self-care.
JoMO Appeals Drive Positive Brand Emotions and Sustained Engagement, Complementing FoMO Urgency
Marketing strategies that incorporate Joy of Missing Out (JoMO) appeals, focusing on mindfulness and self-care, can foster positive consumer emotions and maintain engagement, offering a valuable counterbalance to traditional Fear of Missing Out (FoMO) tactics.
International Journal of Consumer Studies · 2025
Key Findings
- 01FoMO tactics (time-limited offers, peer-pressure cues) generated high engagement (likes, shares) but also skepticism and negative affect.
- 02JoMO tactics (mindfulness, self-care, simplicity) elicited positive brand-related emotions and sustained engagement.
- 03Hybrid approaches combining FoMO urgency with JoMO mindfulness achieved balanced engagement and positive affect.
Application
Design takeaway
Shift from solely relying on urgency and scarcity to incorporating appeals that resonate with consumers' desire for balance, mindfulness, and self-care.
How to apply
When designing a social media campaign, consider creating content that highlights the benefits of taking a break, focusing on personal well-being, or enjoying simple pleasures, alongside any promotional offers.
Project actions
- 01When analyzing marketing campaigns, look for specific language and imagery that evokes either FoMO or JoMO.
- 02Consider how the chosen tactic aligns with the overall brand values and target audience's psychological needs.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Combines quantitative content analysis with qualitative interview data for a comprehensive understanding.
- +Investigates both positive and negative emotional responses to marketing tactics.
- +Provides a practical framework for JoMO branding.
Limitations
The study's findings are based on a specific social media platform and may not be generalizable to all marketing channels. The subjective nature of emotional responses can also introduce variability.
Reliability & validity
The mixed-methods approach enhances both reliability (through content analysis of a large dataset) and validity (through in-depth interviews exploring nuanced consumer responses). However, the subjective nature of emotional responses and the specific context of Facebook organic posts might limit generalizability.
Think critically
To what extent can JoMO strategies be genuinely integrated into a business model that inherently relies on driving consumption, or are they primarily a superficial overlay?
Design Principles
"Balance urgency with well-being: Employ time-sensitive offers strategically, but always pair them with messaging that respects consumer autonomy and promotes mindful engagement."
Understanding the nuanced impact of both FoMO and JoMO on consumer psychology is crucial for developing effective and ethical marketing campaigns. JoMO-centric approaches can build stronger, more positive brand relationships by aligning with consumer desires for well-being and autonomy.
What This Means for Your Design
Using 'fear of missing out' in ads gets quick attention, but 'joy of missing out' makes people feel better about your brand and keeps them interested longer. A mix of both is best.
How to use in your project
- 1.Use this research to justify the selection of marketing tactics in your design project, explaining how they leverage psychological principles like FoMO and JoMO.
- 2.Cite this study when discussing the potential emotional impact of your design solutions on users.
Add to My Project
Quick Cite
Paragraph starter
This research by Eitan and Naor (2025) highlights the distinct impacts of Fear of Missing Out (FoMO) and Joy of Missing Out (JoMO) appeals in marketing. While FoMO tactics like time-limited offers can boost engagement, they also risk generating skepticism. Conversely, JoMO appeals, emphasizing mindfulness and self-care, foster positive brand emotions and sustained interest. The study suggests that a hybrid approach, balancing urgency with well-being, can optimize both engagement and consumer sentiment, offering a valuable framework for designing ethical and effective marketing strategies.
Source
International Journal of Consumer Studies
Fear and Joy of Missing Out in Marketing: A Two‐Study Mixed‐Methods Analysis of Contrasting Tactics and Their Consumer Impact
journal · 2025
View sourceQuestions About This Research
- What does the research say about jomo appeals drive positive brand emotions and sustained engagement, complementing fomo urgency?
- Shift from solely relying on urgency and scarcity to incorporating appeals that resonate with consumers' desire for balance, mindfulness, and self-care. Evidence: International Journal of Consumer Studies (2025).
- Why does "JoMO Appeals Drive Positive Brand Emotions and Sustained Engagement, Complementing FoMO Urgency" matter for design?
- Understanding the nuanced impact of both FoMO and JoMO on consumer psychology is crucial for developing effective and ethical marketing campaigns. JoMO-centric approaches can build stronger, more positive brand relationships by aligning with consumer desires for well-being and autonomy.
- How can designers apply this research?
- Shift from solely relying on urgency and scarcity to incorporating appeals that resonate with consumers' desire for balance, mindfulness, and self-care.
- What were the main findings?
- FoMO tactics (time-limited offers, peer-pressure cues) generated high engagement (likes, shares) but also skepticism and negative affect.. JoMO tactics (mindfulness, self-care, simplicity) elicited positive brand-related emotions and sustained engagement.. Hybrid approaches combining FoMO urgency with JoMO mindfulness achieved balanced engagement and positive affect.
- What research method was used?
- Mixed-methods research combining content analysis and in-depth interviews. with 1372 Facebook posts and 20 interview participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from International Journal of Consumer Studies.
- What should I do differently in my next project?
- When designing a social media campaign, consider creating content that highlights the benefits of taking a break, focusing on personal well-being, or enjoying simple pleasures, alongside any promotional offers.
- What are the limitations?
- The study focused on Facebook organic posts, and findings may vary across different social media platforms and demographics. The long-term impact of hybrid strategies requires further investigation.