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.

Concepts from country-of-origin, the authenticity concept and ingredient branding make up the essential literature for this scale development. This study intends to develop a scale specifically to measure consumers’ motivation to seek for ingredient authenticity in luxury brands. The proposed methods for scale development and its implications are also highlighted.