Psychology is at the root of successful modern-day marketing. In today’s corporate climate, most marketing isn’t just listing the product’s benefits so that consumers can make independent purchasing decisions. It involves either eliciting a specific response in the recipient, like an appetizing McDonald’s commercial persuading a non-hungry consumer to partake in the food regardless, appealing to a particular demographic, i.e., a high-end fashion brand sending targeted ads to potential consumers that frequent luxury shopping sites, or convincing the consumer that they are snagging a lucrative deal on a product, like amazon offering student discounts for their prime membership to those currently in college. Another marketing tactic used that targets psychology is a feeling of missing out on an experience. Since many businesses are selling products that consumers don’t need and most likely haven’t previously desired, they market the idealistic lifestyle that would theoretically coincide with the product as opposed to just the product itself. Selling an idealized lifestyle appeals to a broader consumer base since most people do not want to be left by the wayside.