Dealing With Loneliness: The Role of Emotional Consumption and Fear of Missing Out

Abstract

The current study investigates consumer behavior and emotional changes during a crisis by drawing on the stimulus-organism-response (S-O-R) framework and dual-system theory. Specifically, the study examines the effect of perceived threat of a crisis on self-isolation, i.e., social distancing, and subsequent behavior in response to heightened anxiety and loneliness. Findings confirm increased consumption behaviors of an indulgent nature as a response mechanism in dealing with negative emotions. Additionally, results suggest that people with different levels of fear of missing out (FOMO) report varying levels of loneliness. Particularly, people with higher levels of FOMO experience higher levels of loneliness due to self-isolation protective behaviors. This research offers insights into the challenges consumers experience during a crisis accounting for individual differences.