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The Panic Button: How Fear Fuels Marketing and Drives Sales
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In this episode of the Now You Know podcast, host Flavio Souza delves into the powerful role of fear in marketing. By tapping into our primal survival instincts, marketers effectively use fear to drive sales, create urgency, and even incite panic buying. Examples include the panic buying of essentials during the early days of the 2019 pandemic and the rush to grab Black Friday deals.
Flavio also discusses how FOMO (Fear of Missing Out) is utilized in digital marketing, with tactics like countdown timers and exclusive offers creating a sense of urgency.
The episode explores the double-edged sword of fear-based marketing in public health campaigns, which can motivate behavior change but also breed anxiety and mistrust.
While fear can be a powerful motivator, the ethical implications of using it in marketing are highlighted.
The episode concludes by urging marketers to use fear responsibly and encouraging consumers to be aware of when fear is influencing their buying decisions.
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