The coveted FOMO effect in neuromarketing

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Similarly, a study led by Manuel Varchetta, from the University of Rome La Sapienza, in addition to concluding a correlation between FOMO, online vulnerability and social media addiction, reveals that women have higher levels of social media addiction and need for support.

Despite this, brands continue to pursue the FOMO effect through social selling strategies, creating experiences or seeking 'social proof', the social proof that shows that other people have anticipated by finding value in a product or service offered by a company. Hence the importance of reviews from other users, exclusive sales or limiting the availability of a product.

None of this is new, even if it is now called something else. In fact, social approval, sympathy, or the feeling of 'urgency' generated by scarcity and exclusivity, are among the principles of persuasion defined by Robert Cialdini , a classic in social psychology and the art of persuasion. It could be said, then, that the fear of missing out and being left out of the group has always existed, but digital connectivity and smartphones have magnified it.

Esteban García has taken up the baton to talk russia phone data about the most useful tools when it comes to understanding how consumers feel, think and behave.

"Technology is a catalyst for change, it makes the relationship with the user transparent. We understand the process of digital transformation not only as a technological process but as a process based on empathy," he says.

Given the user's ability to define brands, Hydra.Digital proposes 3 main tools :

User Centric Strategic Map: a toolbox that we use based on the challenges we encounter along the way. There is no predetermined path; people must be faced in different ways, so the methodologies are not linear.