Beleza viral: fomo e comportamento de manada afetam a relação entre percepção de escassez e consumo de cosméticos masstige?

• Ano de defesa: 2026
• Autor(a) principal: Bizarrias, Isabela Silva
• Orientador(a): Strehlau, Suzane
• Banca de defesa: Strehlau, Suzane , Lopes, Evandro Luiz , Mota, Márcio de Oliveira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Marketing. Comportamento do consumidor. Comportamento de manada. Masstige. Fear of Missing Out. Cosméticos.
• Palavras-chave em Inglês: Marketing. Consumer behavior. Herd behavior. Masstige. Fear of Missing Out (FoMO). Cosmetics.
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/893

The masstige strategy in the cosmetics market combines elements of luxury and mass consumption, often supported by appeals to scarcity, emotions such as Fear of Missing Out (FoMO), and social mechanisms like herd behavior. Although the literature discusses these constructs in isolation, empirical evidence that explains, in an integrated manner, how the perception of scarcity translates into the intention to consume masstige cosmetics—especially in the Brazilian context—remains limited. This study seeks to fill this gap by investigating whether FoMO and herd behavior mediate the relationship between perceived scarcity and consumption intention. An online survey was conducted with 137 Brazilian consumers of beauty products, using 7-point Likert scales and analysis through partial least squares structural equation modeling (PLS-SEM), via the SmartPLS 4 software. The theoretical model considered perceived scarcity as the antecedent, FoMO and herd behavior as mediators, and the intention to consume masstige cosmetics as the outcome. The results indicated that perceived scarcity does not exert a direct effect on consumption intention, but positively influences FoMO and herd behavior; herd behavior, in turn, affects FoMO, which influences consumption intention, confirming both simple and serial mediation effects. These findings suggest that scarcity operates as an initial stimulus that is translated into consumption intention through psychosocial processes linked to observing other consumers’behavior and the feeling of missing out on opportunities.