This thesis examines the association between living in an urban environment and perceived feelings of missing out (FoMO) among university students. Through qualitative and quantitative analysis, my...Show moreThis thesis examines the association between living in an urban environment and perceived feelings of missing out (FoMO) among university students. Through qualitative and quantitative analysis, my study explores a potential relationship between urban living and FoMO levels and reasons for students' experience of FoMO. The central research question focuses on how living in an urban environment as a student relates to the experience of FoMO. My study conducts a statistical analysis, specifically Kendall's correlation coefficient, to examine the association between living urban and levels of FoMO. Surprisingly, the results show no significant association, which may be attributed to the small sample size used in the study. Therefore, future research with larger and more diverse samples is needed to gain a more comprehensive understanding of the relationship between urban living and FoMO among university students. Additionally, my study conducts thematic analysis, revealing differences in the reasons behind FoMO experiences among students living in more urban and less urban environments. Students in urban settings often mention roommates as a source of FoMO, while students in less urban environments report different reasons. These findings highlight the influence of social dynamics and environmental factors specific to different urban settings on FoMO experiences. The research underscores the importance of investigating both online and offline factors contributing to FoMO. While existing literature primarily focuses on online factors, such as social media use, my study emphasises the need to explore offline factors, including living with many opportunities for social connection and physical proximity to social events. Understanding the multifaceted nature of FoMO can help in developing more effective strategies to reduce people’s experienced levels and address the associated negative mental health effects among university students. In conclusion, this study finds no significant association between living in an urban environment and FoMO levels among university students. It highlights the necessity for future research with larger and more diverse samples, while also emphasising the importance of investigating both online and offline factors contributing to FoMO experiences. This can in the future help to develop better strategies and interventions to reduce FoMO and the added negative mental health effects among university students.Show less
The present study investigates the relationship between two basic social needs, i.e., the individual need for assimilation and the individual need for distinctiveness, and consumers’ perceptions of...Show moreThe present study investigates the relationship between two basic social needs, i.e., the individual need for assimilation and the individual need for distinctiveness, and consumers’ perceptions of the potential of various purchase options to fulfill their need for assimilation and their need for distinctiveness. The role of Fear of Missing Out (FoMO) is investigated as a moderator in this relationship. The results show that, although all seven purchase options selected for the present study meet the potential to fulfill participants’ two basic social needs, the perceived potential to fulfill the need for distinctiveness is slightly higher. This may be related to the fact that in the present sample, the individual need for distinctiveness appears also to be felt somewhat stronger than the individual need for assimilation. It was hypothesized and partially found that participants’ stronger individual need for assimilation goes together with a higher perceived potential of various purchase options to fulfill their need for assimilation. In a similar vein, participants' stronger individual need for distinctiveness goes together with a higher perceived potential of various purchase options to fulfill their need for distinctiveness. Furthermore, participants with a stronger individual need for assimilation experience more FoMO, while participants with a stronger individual need for distinctiveness experience less FoMO. FoMo moderates the relationship between the strength of the two basic social needs and the perceived potential of various purchase options to fulfill the two basic social needs. From a marketing perspective, it may be suggested that companies can safely focus on both basic social needs, for example in their marketing campaigns, to try to reach as many potential customers as possible.Show less
