Fathur Rokhman; Tuti Rahmi
The rapid growth of digital marketplaces has significantly reshaped consumption behavior among university students. Promotional strategies based on scarcity and urgency, such as flash sales, limited-time discounts, and countdown timers, are designed to induce psychological pressure, potentially triggering Fear of Missing Out (FoMO). This study aims to examine the relationship between self-control and FoMO among university students who use digital marketplaces. A quantitative correlational design was employed, involving 70 undergraduate students selected through accidental sampling. Self-control was measured using the Brief Self-Control Scale, while FoMO was assessed using an adapted Online FoMO Scale. Data were analyzed using Pearson’s product-moment correlation after fulfilling normality assumptions. The results revealed a significant negative relationship between self-control and FoMO (r = –0.522, p < .001), indicating that individuals with higher self-control tend to experience lower levels of FoMO in marketplace contexts. These findings highlight the role of self-regulation as a protective factor against emotionally driven consumption behavior. This study contributes to the literature on digital consumer psychology by extending the concept of FoMO beyond social interaction into economic decision-making contexts. Strengthening self-control is therefore essential in helping individuals manage psychological pressure arising from urgency-based marketing strategies.