| The fear of missing out (FOMO) is an emotional response to the belief that other people are living better, more satisfying lives or that important opportunities are being missed. FOMO is generated by the amygdala -- the part of the brain that detects whether or not something is a threat to survival. This part of the brain perceives the impression of being left out as a threat, creating stress and anxiety. Smartphones and social media have escalated the occurrence of FOMO by creating situations in which users are constantly comparing their lives to the idealized experiences they see posted online. The glamorized versions of other people's lives in Instagram Stories or on Facebook walls can alter a user's sense of what is normal. FOMO was first studied in 1996 by marketing strategist Dr. Dan Herman, but it has most likely been around for centuries. In 2004, Patrick McGinnis, a Harvard MBA student, popularized the term when he published an article in the Harvard Business School student newspaper, The Harbus, called, "Social Theory at HBS: McGinnis's Two FOs." FOMO was added to major dictionaries throughout the 2010s and was a leading candidate for the American Dialect Society's Word of the Year in 2011. FOMO and marketing FOMO marketing triggers the customer's fear of missing out in order to inspire them to take action. Popular FOMO marketing strategies include: - Showing other people, including celebrities, buying the target product.
- Displaying a clock counting down until the promotion expires.
- Creating competition by revealing how many other people are looking at the deal. Continue reading...
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