Хорижий лингвистика ва лингводидактика Volume 4 Issue 2 (2026)

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

Muydinova, Nigorakhon, Муйдинова, Нигораxон, Muydinova, Nigoraxon

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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

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

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APA 7 
Muydinova, Nigorakhon, Муйдинова, Нигораxон & Muydinova, Nigoraxon (2026). THE FEAR OF MISSING OUT (FOMO) EFFECT IN ADVERTISING AND ITS NEUROPSYCHOLOGICAL IMPACT ON IMPULSE BUYING. Хорижий лингвистика ва лингводидактика, 4(2).
GOST R 7.0.5 
Muydinova, Nigorakhon, Муйдинова, Нигораxон, Muydinova, Nigoraxon THE FEAR OF MISSING OUT (FOMO) EFFECT IN ADVERTISING AND ITS NEUROPSYCHOLOGICAL IMPACT ON IMPULSE BUYING // Хорижий лингвистика ва лингводидактика. 2026. Т. 4. № 2.
BibTeX 
@article{nigorakhon2026,
  author  = {Muydinova, Nigorakhon and Муйдинова, Нигораxон and Muydinova, Nigoraxon},
  title   = {THE FEAR OF MISSING OUT (FOMO) EFFECT IN ADVERTISING AND ITS NEUROPSYCHOLOGICAL IMPACT ON IMPULSE BUYING},
  journal = {Хорижий лингвистика ва лингводидактика},
  year    = {2026},
  volume  = {4},
  number  = {2}
}
RIS 
TY  - JOUR
AU  - Muydinova, Nigorakhon
AU  - Муйдинова, Нигораxон
AU  - Muydinova, Nigoraxon
TI  - THE FEAR OF MISSING OUT (FOMO) EFFECT IN ADVERTISING AND ITS NEUROPSYCHOLOGICAL IMPACT ON IMPULSE BUYING
JO  - Хорижий лингвистика ва лингводидактика
PY  - 2026
VL  - 4
IS  - 2
ER  -