The Psychology of Infinite Scrolling and the FOMO Effect

Social networks have long ceased to be mere platforms for communication—they have transformed into powerful tools that influence our financial decisions. Algorithms, interface design, and psychological triggers work together to create ideal conditions for impulsive purchases. Most users are unaware of the extent to which their behavior is being externally manipulated.

One of the key ways social media stimulates spending is by creating a sense of urgency and scarcity. News feeds are structured to ensure users constantly encounter emotionally charged content: limited-time offers, success stories of others, and advertisements for products that are “about to sell out.” This triggers the fear of missing out (FOMO), compelling people to make purchases without careful consideration.

Infinite scrolling, in turn, diminishes critical perception of information. The longer a person scrolls through their feed, the more their brain shifts into passive consumption mode, where rational arguments give way to emotional impulses.

Personalized Advertising: How Algorithms Know Us Better Than We Know Ourselves

Social media platforms collect vast amounts of user data: interests, preferences, and even the time spent viewing specific posts. Based on this information, algorithms generate personalized advertisements that seem not just relevant but almost intuitive.

Social Proof and Consumer Culture

People tend to mimic the behavior of those they consider part of their social group. Social media actively exploits this principle by showcasing the “perfect” lives of others: new purchases, luxurious travels, and status symbols. Even if a person consciously recognizes that these are carefully curated moments from someone else’s life, a subconscious desire to keep up emerges.

This is particularly effective in formats like stories and short videos, where product placements are woven into entertaining content. Users may not perceive this as direct advertising, but the image of the product becomes ingrained in their memory, increasing the likelihood of a spontaneous purchase.

How to Reduce Social Media’s Influence on Spending

Awareness of manipulation mechanisms is the first step toward regaining financial control. It is essential to develop the habit of questioning whether a purchase is truly necessary or merely a reaction to social media triggers. Some platforms allow users to limit ad displays, and temporarily disabling notifications from shops can reduce impulsive decisions.

Social media will not become less influential, but understanding its strategies enables more mindful spending rather than decisions driven by algorithmic pressure. Financial freedom begins with the ability to distinguish real needs from imposed desires.