Figure 3
A line graph showing that JOMO advertising increases perceived brand authenticity relative to non-JOMO advertising, with the increase smallest at low social comparison orientation and largest at high social comparison orientation.The line graph plots JOMO appeal on the horizontal axis, with Non-JOMO and JOMO categories. The vertical axis is Mean B A and ranges from 0.00 to 5.00 in intervals of 1.00. The legend identifies low, moderate and high S C O. For low S C O, Mean B A increases slightly from about 4.1 for Non-JOMO to about 4.4 for JOMO. For moderate S C O, it increases from about 3.5 to about 4.6. For high S C O, it increases more steeply from about 3.0 to about 4.8. The 3 lines converge and cross between the Non-JOMO and JOMO categories.

Interaction effect of JOMO appeal and social comparison orientation (SCO) on brand authenticity (BA) (Study 3)

Note(s): JOMO = Joy of missing out; BA = Brand authenticity; SCO = Social comparison orientation. Levels of SCO are plotted at Low (-1 SD), Moderate (Mean) and High (+1 SD)

Source: Authors’ own work

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