A PLS-SEM analysis of 500 blind-box consumers in Thailand found that time scarcity was the strongest trigger of fear of missing out. Perceived hedonic excitement had almost twice the influence of FOMO on anticipatory arousal, which was strongly associated with impulsive buying. Self-control did not significantly moderate that relationship.
Key findings
- Six of eight proposed relationships were supported. • Time scarcity was the most influential FOMO stimulus. • Anticipatory arousal strongly predicted impulsive buying, while self-control showed no significant moderating effect.
Why this matters globally
The findings clarify how limited-time and gamified retail cues can escalate impulsive consumption. They are relevant to responsible marketing, consumer protection, and comparative research on chance-based products beyond Thailand.
Thai researcher contribution
Waiphot Kulachai of Suan Sunandha Rajabhat University examined a Thai consumer sample, adding emerging-market evidence to the Stimulus–Organism–Response literature.
Limitations to consider
The cross-sectional, self-reported design does not establish causality. Thai blind-box consumers may not represent other countries, product categories, or purchasing environments.