CONSUMER ATTITUDES TOWARDS THE POSSIBILITY OF MISSING OUT A PRODUCT.

The aim of the article is to identify consumers' attitudes towards the possibility of missing out a product and to draw conclusions as to whether and how the fear of missing out a product influences consumer behaviour in Estonia. The sample were millennials (respondents under the age of 40). A total of 123 people participated in the study. Results showed that respondent attitudes toward the fear of missing out are rather neutral in Estonia. People aged 25 to 29 should be targeted primarily for fear of missing out, as they are most affected by the fear of missing, because their shopping behaviour is more impulsive, and they are more affected by various campaigns. Moreover, fear of missing out is effective for more expensive and hedonic product categories. Respondents were most sad if desired travelling and accommodation services, tickets for events and electronics are sold out. Recommendations to business companies were done based on the conducted study. [ABSTRACT FROM AUTHOR]