F.O.M.O. and Theory of Planned Behaviour

I am not a psychologist or a behaviorist, but my profession has given me insights into many fields. While I have a fondness for philosophy, my true passion lies in understanding human behavior from a broader perspective. My curiosity drives me to indulge into the emotions and feelings I experience.

Recently, I've been grappling with a significant sense of FOMO (Fear of Missing Out) about various things. This led me to discover a powerful connection between FOMO and the Theory of Planned Behavior (TPB). TPB is widely applied in understanding consumer behavior and entertainment choices.

If you're a marketer or an event specialist, you might be using TPB without even realizing it. So, what exactly is the Theory of Planned Behavior?

Understanding the Theory of Planned Behavior (TPB)

The Theory of Planned Behavior (TPB), developed by Icek Ajzen, is a psychological framework that explains how individuals make decisions and act based on their intentions. According to TPB, three core components influence our behavioral intentions:

Attitudes: These are our personal evaluations of a behavior. If we believe that a certain behavior will lead to positive outcomes, we are more likely to intend to engage in that behavior.

Subjective Norms: These are the social pressures we perceive from others. If we believe that important people in our lives think we should perform a behavior, we are more likely to intend to do it.

Perceived Behavioral Control: This refers to our perception of how easy or difficult it is to perform a behavior. If we believe we have the resources and opportunities to perform a behavior, our intention to engage in it increases.

Connecting TPB with FOMO

FOMO, or the Fear of Missing Out, is an emotional response to the belief that others are having rewarding experiences without us. It is driven by the fear that we are missing out on something important or enjoyable. How does this relate to TPB?

Attitudes: When we believe that participating in certain activities (like attending an event or buying a trendy product) will bring us joy or social acceptance, our attitude towards these behaviors becomes positive.

Subjective Norms: FOMO is heavily influenced by subjective norms. Social media amplifies these norms by constantly showcasing what others are doing. We feel pressured to conform to these behaviors to be part of the social group.

Perceived Behavioral Control: Our intention to act on FOMO depends on whether we believe we can. If we think we have the means (time, money, opportunity) to join in, we are more likely to act.

Examples

I will give 3 example from different sceneries, so you can have a bigger perspective on how these two complete each other:

Apple’s product launches: Apple is a master in making its products feel desireable and a must-have. All marketing efforts are based on the innovative features and high-quality design of their products, fostering a positive attitude towards owning the latest iPhone or MacBook. Next thing we know, every celebrity and social influencer seems to have (in the mirror) or want the latest Apple product. It all ends with the perceived behaviour, Apple stores and online purchasing make it easy to buy their products, increasing the likelihood of purchase.

Beyoncé’s Surprise Album Release: You might remember the groundbreaking music strategy which happened in 2013 with the help of our queen. Beyoncé released her self-titled album out of nowhere. The album was presented as an artistic masterpiece, with high-quality production and exclusive content, creating a strong positive attitude towards it. The unexpected release translated into social media buzz, press going hectic and celebrities posting about it. This buzz created a perception that everyone was listening to and praising the album. The album was made available for immediate download, making it easy for fans to purchase and listen to it right away. By surprising her audience and creating a viral moment, Beyoncé capitalized on FOMO, making fans feel they had to listen to the album immediately to stay in the loop.

Coachella (or any other festival on the planet): Let’s face it, all of these festival induce FOMO. Coachella is marketed as the ultimate music festival experience, featuring top-tier artists and a unique cultural environment. The positive portrayal of the festival shapes a favorable attitude towards attending. The festival’s heavy presence on social media, with posts from celebrities and influencers, creates a perception that attending Coachella is a prestigious and desirable activity. Despite high ticket prices, the festival offers various ticketing options and encourages early purchasing to ensure attendance. By making Coachella the place to be seen, the festival leverages FOMO, making people feel they must attend to be part of an exclusive and exciting event.

Analysis of the TPB and FOMO Connection in These Examples

Attitudes: In all examples, the product, album, or festival is positioned as highly desirable. The positive portrayal helps shape consumer attitudes towards these offerings as must-have or must-attend.

Subjective Norms: Social proof and influencer marketing play a significant role. Whether it’s seeing a celebrity with the latest iPhone, hearing everyone talk about Beyoncé’s new album, or watching influencers post from Coachella, subjective norms are crafted to make consumers feel like they need to be part of the trend.

Perceived Behavioral Control: Accessibility and ease of acquisition are crucial. Apple makes purchasing easy through its stores and website, Beyoncé’s album was immediately available for download, and Coachella offers various ticketing options to make attendance feasible for many.

Creating a Sense of FOMO

How is FOMO created:

Highlighting Exclusivity: Making products or experiences seem exclusive and limited edition.

Showcasing Social Proof: Using influencers and social media to show that others are engaging and having the time of their lives.

Encouraging Immediate Action: Making it easy to purchase or attend, thereby reducing barriers to action.

Practical Implications

For marketers and event planners, understanding TPB can be incredibly useful. By recognizing how attitudes, subjective norms, and perceived behavioral control influence consumer behavior, they can craft strategies that align with these components. This can involve creating positive attitudes towards products, leveraging social influencers to shape subjective norms, and ensuring that consumers feel empowered to act.

Final Thoughts

My goal here isn't to boast about connecting these dots, but to help you see the connections too. You don’t have to chase every microtrend on TikTok or attend every festival. Don’t feel pressured, judged, or like an outsider if you choose not to participate in certain activities. Live your life by your own rules, not by the rules of others.