[Wiley] The FOMO Effect: How AI Recommendations Drive Consumer Dependence and Weaken Brand-Self Connections.

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Bharti, M., Bharti, M., Wani, T. A., & Shahid, S. (2026). The FOMO Effect: How AI Recommendations Drive Consumer Dependence and Weaken Brand-Self Connections.

Journal of Consumer Behaviour, 25(3), 1078-1106.

https://doi.org/10.1002/cb.70117

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