Analysis of Psychological Techniques in Marketing: How Product Presentation Influences the Customer

The aim of the article is to explore psychological techniques in marketing: how the presentation of a product influences the customer. The article discusses ways to form an emotional connection between the brand and the customer, mechanisms influencing buyers’ decision-making, as well as the application of the FOMO effect (fear of missing out) in the modern advertising space. The introduction substantiates the relevance of turning to psychology in the context of high competition in the market and information overload. Based on the analysis of recent studies and publications, it has been determined that modern research increasingly emphasizes the relationship between emotions, motivation, and consumer behavior. The study isolates the most common and effective techniques, including: creating artificial scarcity of the product, implementing psychological pricing, and utilizing elements of social proof and urgency. It is described how advertising and the visual presentation of a product shape customer expectations and influence their willingness to make a purchase. Special attention is paid to the phenomenon of FOMO marketing as a tool based on emotional reactions, the fear of missing out on a good offer or event. Examples of the practical application of this strategy are given through social media, influencer advertising, online sales, as well as mass stimulation of purchasing activity through messages about offer scarcity or price increases. The ethical aspects of using psychology in marketing are also outlined: the boundary between persuasion and manipulation, responsibility towards consumers, and the need for transparent communication. The conclusions emphasize that the psychological component of marketing is a key factor in building long-term relationships with customers, enhancing their loyalty and level of satisfaction. The authors proposed a series of recommendations for marketers that allow taking into account the psychological characteristics of the target audience when developing effective communication campaigns.