Some business tactics companies capitalize on consumer fears and insecurities. These fears can sway consumer decisions.

• Safety: By targeting a consumer’s sense of safety, consumers may feel anxious about life without said product and may feel enough panic to buy the product, often necessarily, to feel safer.
• Striking the consumer’s emotions: If a consumer feels a strong emotion to a product or connects it emotionally to a previous tragedy, they will be less likely to think logically about the purchase and the price.
• Playing on fear: By making the consumer feel like they NEED the product for protection, the consumer will feel obligated to buy.
• Extensive ad campaigns: Companies spend millions a year on advertising products in convenient platforms such as billboards or social media feed to target consumers constantly.
• Point out insecurities: Companies strike people when they are most vulnerable with solutions that make up for what the consumer lacks. For example, the Ring surveillance camera keeps track of who enters and leaves the home. By pointing out the fact that individuals do not undoubtedly know who is trying to get into their homes, they capitalize on a need for safety.
• Dismiss the rest of the market: Companies may attack or ignore other solutions in an effort to destroy credibility, so consumers will see their product as the best resort.