This paper seeks to conceptualize the phenomenon known as the “Fear of Missing Out” by developing and validating a measurement scale – “Fear of Missing Out” (FOMO-SCALE) to be used in a marketing context. It will also further explore various antecedents that may impact on FOMO. The study suggests an alternative approach towards the conceptualization of FOMO by defining it as a personality trait as opposed to an outcome of a behavior.

• Wesley Lim(Curtin University)
• Ian Phau(Curtin University)
• Isaac Cheah(Curtin University)
• Min Teah(Curtin University)