We human beings hate losing. It puts a psychological anxiety of not having to own and we are missing out on something. That “some thing” could be adulation, attention, rewards and many other things that seem to enrich our superficial lives. FOMO (fear of missing out) is real, ladies and gentlemen.
When we see a sign like the one below, what do you think is going through our mind?
OMG! I got to get it because the deal is for a limited time only! It will never happen again in my lifetime and I gotta buy it!
The game of FUD
F.U.D. (Fear, Uncertainty and Doubt). We in the technology business have seen tons of tactics to entice someone to buy our products or switch allegiance to the our side. And we do it ourselves too, consciously and unconsciously, intentionally or unintentionally. There is no denying to that.
Based on what is known, and what is unknown to us, we share information which are available to us, in ways we want to influence and effect. But let it be known that we do not have a world view of everything, and thus, we chose to believe what we see and hear and experience. As human beings, we cannot 100% subscribe to be fearless, 100% certain that we are right, and 100% without a doubt do things or acts upon things that will be 100% correct. The outcome of FUD to create a convoluted messed up thought process that will deliver the desired effect and action. It is the universal Law of Cause and Effect.
The effect the marketers want you to think will speed up or delay your decision making, throw a spanner in to the thought process, and illogically gives you meaningless and meaningful (to your desires) heebee jeebees. The feeling of loss or missing out creates “displaced anxiety“, a Freudian concept where the projected fear and emotions will land into something that felt safer, even if the safer “target” may be irrelevant. And it is this irrelevant decision that marketers want to you take, because what they are selling is the “safer” decision.