Creating “what if” scenarios in consumers’ minds to generate a certain amount of fear, doubt, and uncertainty (FUD) is a great way of generating demand while providing solutions to fulfill the void.

The psychological and physical responses to fear are a strong fundamental emotion for consumers – leveraging those drivers at the point of purchase continues to be a growing trend, particularly in the tech industry.

Shown here is LifeProof, offering both a product (protective cases and screens) and a service (accidental water damage protection, for USD 80)… seems like the psychology of fear may be an emerging way of selling peace and tranquility to consumers