Fear of missing out (FOMO) is a psychological phenomenon that refers to the feeling of anxiety or discomfort that arises when an individual believes that others are having experiences or opportunities that they are not. FOMO is often associated with social media, where users can easily see the activities and experiences of their friends and peers, and can feel pressure to keep up or to participate in activities that they may not necessarily be interested in. FOMO can lead to a sense of dissatisfaction or regret, and can drive individuals to make decisions or engage in behaviors that they may later regret. FOMO is a common theme in advertising, where advertisers often use tactics such as scarcity or urgency to try to create a sense of FOMO in order to drive conversions.