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Advertising joy of missing out ( JOMO ): the roles of brand authenticity, self-brand congruity, and social comparison orientation

Ser Zian Tan, Poh Ling Tan, Weng Marc Lim, Boon-Liat Cheng
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management 1–15.
https://doi.org/10.1108/JPBM-02-2026-6812
Published: 01 October 2026
...Ser Zian Tan; Poh Ling Tan; Weng Marc Lim; Boon-Liat Cheng Purpose Joy of missing out ( JOMO ) reflects a deliberate and joyful choice to opt out of socially normative activity, yet evidence on whether and how JOMO-oriented advertising shapes purchase intention remains limited. This study aims...
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Includes: Supplementary data
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