THE FEAR OF MISSING OUT (FOMO) EFFECT IN ADVERTISING AND ITS NEUROPSYCHOLOGICAL IMPACT ON IMPULSE BUYING

2026 Open access

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Authors: Negmatov Nodir Nozimovich
DOI: 10.5281/zenodo.18512722
Cited by: 0

Abstract

This paper examines FOMO cues (scarcity, countdowns) in advertising and their neuropsychological impact.Versus neutral ads, FOMO increases arousal (GSR, HR), alters EEG patterns, and speeds impulse buying and purchasedecisions, informing ethical use

Fields of Study & Subjects

Decision-Making and Behavioral Economics Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence

Publication details

Publication date
1 February 2026