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

Negmatov Nodir Nozimovich

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 2

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

Keywords: FOMO - fear of missing out effect; impulse buying; neuromarketing; emotional arousal; galvanic skin response (GSR) / electrodermal activity (EDA); heart rate (HR); electroencephalography (EEG); reward system (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:2:id:9064

DOI: 10.5281/zenodo.18512723

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