The rhythm (and decisions) of the night: how FoMO and place identity explain decision-making, nighttime economy usage and expenditure

Lenny Vance; Rory Mulcahy; David Fleischman; Andy Ward; Lachlan Angus Goold; Henry Dugmore

doi:10.1108/JSM-08-2025-0510

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The rhythm (and decisions) of the night: how FoMO and place identity explain decision-making, nighttime economy usage and expenditure

Journal article

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The rhythm (and decisions) of the night: how FoMO and place identity explain decision-making, nighttime economy usage and expenditure

Lenny Vance, Rory Mulcahy, David Fleischman, Andy Ward, Lachlan Angus Goold and Henry Dugmore

Journal of Services Marketing, Vol.40(10), pp.149-164

2026

DOI: https://doi.org/10.1108/JSM-08-2025-0510

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Abstract

Night-time economy

Third place

FoMO

Place identity

Consumer decision-making factors

Social identity theory

Tourism

Hospitality

Structural equation modeling

Transformative service research

Purpose The purpose of this research is to provide theoretical and practical insight into the night-time economy (NTE), which is underpinned by services that provide consumers with a “third place”. Specifically, the research examines the critical decision-making factors that encourage NTE use and expenditure, and how these are explained by place identity and individuals’ level of fear of missing out (FoMO). Design/methodology/approach This research uses a cross-sectional survey of 577 participants in the Sunshine Coast region of Australia. The data are analysed using partial least squares structural equation modelling and PROCESS Macro, with mediation and moderated effects tested. Findings The results confirm four key decision-making factors: safety, transport, quality and social, which have a significant impact on NTE usage and expenditure. Place identity plays a key mediating role in explaining these relationships between decision-making factors and NTE usage and expenditure. Furthermore, these relationships are stronger for individuals who report higher levels of FoMO. Originality/value This research contributes to understanding how an NTE can be conceptualised as a sustainable ecosystem in which both social outcomes (senses of place identity) and economic outcomes (usage and expenditure) can be achieved. In doing so, it also draws greater scholarly attention to NTE, a sector embedded in services such as tourism, hospitality and retail, yet underexplored in the services marketing literature. Furthermore, the research addresses the fragmented understanding of factors influencing NTE usage by synthesising, validating and modelling key decision-making factors, along with establishing their quantified associations with NTE usage and expenditure.

Details

Title: The rhythm (and decisions) of the night: how FoMO and place identity explain decision-making, nighttime economy usage and expenditure
Authors: Lenny Vance - University of the Sunshine Coast
Rory Mulcahy (Corresponding Author) - University of the Sunshine Coast
David Fleischman - University of the Sunshine Coast
Andy Ward - University of the Sunshine Coast
Lachlan Angus Goold - University of the Sunshine Coast
Henry Dugmore - University of the Sunshine Coast
Publication details: Journal of Services Marketing, Vol.40(10), pp.149-164
Publisher: Emerald Publishing Limited
Date published: 2026
DOI: 10.1108/JSM-08-2025-0510
ISSN: 2054-1651
Copyright note: © 2026 Lenny Vance, Rory Mulcahy, David Fleischman, Andy Ward, Lachlan Angus Goold and Henry Dugmore. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 licenceLink to the terms of the CC BY 4.0 license.
Organisation Unit: School of Business and Creative Industries; Healthy Ageing Research Cluster; Work, Live and Play Research Cluster
Language: English
Record Identifier: 991254281802621
Output Type: Journal article

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