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Copyright © 2020 Martin-Niedecken and Schättin.Chinese consumers' magnificent and collective shelling out for Korean deluxe cosmetic makeup products brands is really documented. This study examines the reason why this consumption behavior occurs, hypothesizing that it's driven by a "fear of at a disadvantage" (FoMO). Quite simply, in order to derive emotional convenience, consumers with high FoMO are susceptible to building large brand involvement, leading to their collective use of particul
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