Fear is an important emotion to sell products expecially those related to life, health, safety, reputation. An element of fear in any business proposition can also be a useful way to create urgency for people to buy. But first, some of the products that use fear to sell are insurance, anti virus software etc. Besides, the "real fear" there is also the fear of being 'left out". This platform is used for example by mobile phone and computer companies which may tell you to update your existing product or be considered "old", "unaware" , "not in the league" etc.
Then there is a fear of "not belonging" in a particular community. So you buy becauses of the "Joneses". Buying a car is an excellent example of why people buy one. They want to seek acceptance within their society, friends, peers etc. While fear is a subjective term, deep within, most of us buy because of fear in some form or the other. The Marketer makes good use of this emotion to sell.
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