... breaches. Findings We found that consumers with higher collectivistic (vs individualistic) cultural backgrounds exhibit lower brand avoidance intention after a large-scale data breach incident because they tend to focus on their relative standing through social comparison. We show that this effect...

... to investigate how FOMO and JOMO appeals influence pride, gratitude and purchase intention while considering the impacts of age and social comparison orientation. Design/methodology/approach Three experiments examined the impact of FOMO (Study 1), JOMO (Study 2), and comparison between FOMO and JOMO (Study 3...

... their endeavors to achieve specific goals (Liu et al., 2018). For example, beyond providing a space for consumer self-expression, the WeChat Moments function also encourages users to engage in social comparisons. They evaluate their own lives relative to their peers' positive presentations (Vogel...