Peculiarities of Using FoMO Phenomenon in the Promotion Strategy of Psychological Services in Russia

The concept of FoMO has in recent years inspired much debate and much confusion, providing a closer look in the marketing appeal of the phenomenon and its influence on the consumer behaviour. However, there is little research on the field of psychological services’ promotion strategies regarding its mediating role in assisting people to cope with the negative effects of FoMO. To fill this gap, the proposed research is an attempt to contribute to the discussion of communication instruments that mental health care organizations apply within the ambit of FoMO-based appeals on the Russian market. In particular, the propensity of these promotional techniques in affecting consumer behavior and their purchasing patterns. This study will draw on communication examples gathered from content analysis in terms of the most popular psychological services in Russia. The dataset of cases is part of broader research, which seeks to provide insights across consumers in the scope of their perception of FoMO-based messages and their penchant for changing purchasing habits. For such an empirical stage, an exploratory design was chosen, which includes semi-structured in-depth interviews and a quantitative survey. It seems plausible that the findings could be applicable to certain companies in the field of mental health care, presuming the more effective ways of promotion of their services.