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Jacob, Shilpa Raji (2025) The Impact of FOMO on Cause-Based Event Participation: Self Determination Theory Perspective. Masters thesis, Dublin, National College of Ireland.
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Abstract
Fear of missing out (FOMO) is a popular psychological phenomenon that has become a prominent tool in marketing. However, its psychological effects and impact on consumers are underexplored in the context of social marketing. While FOMO in marketing has been framed in prior literature as a conductor for anxiety, impulsive decision making and post purchase regret, there is limited understanding of evaluating FOMO in social marketing and inspecting it through Self Determination Theory. This research addresses the stated gap by investigating how FOMO impacts participation in social cause events focusing on psychological, ethical and social influences by uncovering urgency and scarcity in a new light.
Five semi structured interviews were conducted with culturally diverse young adults residing in Dublin. Thematic findings were interpreted through SDTs psychological needs of relatedness, competence and autonomy. Findings revealed that FOMO does initially drive participation through controlled regulation such as peer visibility, social proof or guilt. However, due to the context being social causes these emotions transform to autonomous motivation in turn fulfilling moral and social satisfaction. Emotional guilt acted as a gateway to moral fulfillment and social media visibility optimized relatedness whereas urgency and scarcity when ethically applied proved to transform to intrinsic satisfaction.
The study also offers practical and theoretical insights for FOMO marketing in cause based events through SDT lens. Insightful recommendations for marketers and event organizers were discussed along with potential future research. By highlighting the motivational range from controlled to autonomous engagement, this research offers a perspective on FOMO marketing that can be ethically used to support individual well-being and societal good. This paper contributes to the disciplines of social marketing psychology, consumer behavior and prosocial campaign design.
This research challenges the traditional viewpoint of FOMO marketing, urgency and scarcity factors, by showcasing it through a different perspective in social marketing and how it can be transformed to a motivator that cultivates value based engagement.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Maguire, Louise UNSPECIFIED |
| Subjects: | B Philosophy. Psychology. Religion > Psychology H Social Sciences > HF Commerce > Marketing > Consumer Behaviour B Philosophy. Psychology. Religion > Psychology > Emotions H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business (- 2025) > Master of Science in Marketing |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 14 Feb 2026 11:53 |
| Last Modified: | 14 Feb 2026 11:53 |
| URI: | https://norma.ncirl.ie/id/eprint/9143 |
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