Beyond the chimarrão: the influence of FOMO (fear of missing out) on conspicuous consumption among gauchos

Authors

DOI:

https://doi.org/10.5902/1983465988851

Keywords:

FOMO, Fear of missing out, Conspicuous consumption

Abstract

Purpose: This study delves into the impact of fear of missing out on conspicuous consumption practices among gaucho consumers. Conspicuous consumption refers to the ostentatious display of wealth and possessions to achieve social status, while the fear of missing out is the anxiety associated with missing out on social experiences or events. 

Design/methodology/approach: To examine this relationship, an online survey was conducted with 389 individuals residing in Rio Grande do Sul, Brazil. The survey, administered through Google Forms, comprised four sections utilizing a five-point Likert scale. 

Findings: Data analysis employed descriptive statistics and simple linear regression. The findings revealed a significant positive correlation between the fear of missing out and conspicuous consumption behaviors. This indicates that the fear of missing out plays a substantial role in influencing consumers' purchasing decisions, steering them towards acquiring products that signal status and social affiliation. These insights underscore the importance of understanding the fear of missing out within the context of conspicuous consumption. 

Originality: By recognizing this connection, marketers can devise targeted strategies that resonate emotionally with consumers and effectively influence their purchasing choices.

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Author Biographies

Larissa Gusmão Oliveira, Universidade Federal do Pampa

Master's student in Administration at the Federal University of Pampa (PPGA/UNIPAMPA). Graduated in Administration from the Federal University of Pampa (UNIPAMPA). Topics of interest: Marketing; Consumer Behavior; Sustainable Behavior; Vulnerable Consumer; Transformative Consumer Research (TCR).

Gabriela Noetzold Gundlach, Universidade Federal do Pampa

Master's student in Administration from the Federal University of Pampa (PPGA/UNIPAMPA), in the research line of strategies and systems. Specialization Lato Sensu in Marketing, Strategy and Innovation from the International University Center (UNINTER), Graduated in Administration from the Federal University of Pampa (UNIPAMPA), Technician in Real Estate Transactions from National Commercial Apprenticeship Service (SENAC). Researcher at the Study Group on Work, Organizations and People, at the Federal University of Pampa (UNIPAMPA). Areas of affinity and interest: People management and Labor Relations in Contemporary Times; Quality of Life at Work; Marketing; Consumer Behavior; Sports Marketing; Tourism and Leisure Marketing.

Kathiane Benedetti Corso, Universidade Federal do Pampa

Associate Professor at the Federal University of Pampa - UNIPAMPA, working in the Administration, Public Management, and Public Administration (Distance Learning) programs, in the Graduate Program in Administration/PPGA/UNIPAMPA, and in the Professional Master's in Public Administration - PROFIAP. Coordinator of the Professional Master's in Public Administration (PROFIAP/UNIPAMPA). PhD in Administration, specializing in Information and Decision Support Systems from the Graduate Program in Administration at the Federal University of Rio Grande do Sul PPGA/EA/UFRGS. Master's degree in Administration from the Federal University of Santa Maria (UFSM) in Systems, Structures, and People. Holds a Bachelor's degree in Administration from UFSM.

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Published

2025-05-30

How to Cite

Oliveira, L. G., Gundlach, . G. N., & Corso, K. B. (2025). Beyond the chimarrão: the influence of FOMO (fear of missing out) on conspicuous consumption among gauchos . Revista De Administração Da UFSM, 18(1), e5. https://doi.org/10.5902/1983465988851

Issue

Vol. 18 No. 1 (2025): Jan-Mar

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Articles

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Copyright (c) 2025 Larissa Gusmão Oliveira, Gabriela Noetzold Gundlach, Kathiane Benedetti Corso

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