THE FEAR OF MISSING OUT (FOMO) EFFECT IN ADVERTISING AND ITS NEUROPSYCHOLOGICAL IMPACT ON IMPULSE BUYING
DOI:
https://doi.org/10.5281/zenodo.18512723Keywords:
FOMO - fear of missing out effect, impulse buying, neuromarketing, emotional arousal, galvanic skin response (GSR) / electrodermal activity (EDA), heart rate (HR), electroencephalography (EEG), reward systemAbstract
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 purchase
decisions, informing ethical use
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