Exploring bandwagon and conspicuous consumption in indonesian domestic tourism: A millennial perspective through SOBC

This study examines the psychological drivers behind Indonesian millennials’ consumption in domestic tourism. Using the Stimulus-Organism-Behavior-Consequence (SOBC) model, it explores how dark personality traits—particularly Machiavellianism and Narcissism—foster Fear of Missing Out (FoMO) and social comparison, which in turn lead to bandwagon and conspicuous consumption. Data from 524 respondents revealed that while both Machiavellianism and Narcissism significantly drive FoMO, Narcissism plays a more prominent role in amplifying social comparison and driving subsequent consumption behaviors. Social media intensity moderates these dynamics, enhancing the Narcissism–FoMO link but reducing Machiavellianism’s impact on FoMO. This research emphasizes the interplay between social media environments and personality traits in shaping millennial consumption patterns.