JIMS Rohini is delighted to share that Ms. Ashita Rohiwal, FPM Research Scholar (2024 Batch), presented her research paper at the 12th AIM-AMA Sheth Foundation Doctoral Consortium and International Marketing Conference 2025 held at MDI Gurgaon on 15-16 July 2025.
Her paper, titled “FOMO, Regret, Repeat? Not Quite: A Look at Gen Z’s Buying Behaviour” co-authored with Dr. Yukti Ahuja, explored how Fear of Missing Out (FOMO) influences the buying decisions of Gen Z consumers. The study examined the connection between impulsive purchases and the emotions consumers experience after making a purchase, offering insights into the changing dynamics of consumer behaviour among young shoppers.
The conference brought together researchers, academicians, and industry experts from diverse backgrounds, creating a valuable platform for learning and knowledge exchange.