The effect of Fear of Missing Out on decision-making styles of generation of C consumer

In this study, it was tried to determine the effect of FOMO on the consumer decision-making styles of the C generation and to develop suggestions by evaluating the findings. FOMO is a concept that expresses the understanding of living beyond the aims of consumers, who are faced with too many product, brand and service alternatives, and the desire of consumers to have everything. Cultural, social, emotional and psychological factors have a significant impact on the decisions of consumers seeking answers to their wants and needs. Consumer decision-making styles, which are an important approach in explaining consumer behavior, focus on the mental processes of the consumer. The main body of the research is generation C consumers. Consumers of all ages, who are quickly aware of the developments using the internet and social media, constitute the C generation. The sample of the study consisted of 475 participants, who were reached through the internet and social media with the convenience sampling method among the C generation consumers, on the basis of voluntary participation. Questionnaire method was used as data collection technique in the research. Structural equation analysis was made with the data collected in the research and it was determined that FOMO dimensions had an effect on consumer decision-making styles.