The Framing Effect

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Negative framing is when a customer does not gain anything or experiences a loss. This feeds into fear of missing out, or FOMO (e.g. don't waste time).
This image is a good example of framing and feeding into positive or negative emotions.

What you’re doing is framing the message or offering it in an emotional way that provides a solution to a problem.

8) Borrowed Equity
Borrowed equity is the practice of leveraging the equity or reputation of an existing desired brand, entity, institution, or individual to enhance the perceived value and appeal of your own brand’s reputatio cell phone plans in the us n. It relies on the idea that positive associations and credibility can be borrowed from an entity to the marketer's brand, hoping to boost its attractiveness and marketability.

Borrowed Equity is a more integrated form of celebrity endorsement that surpasses just people to include everything that has desirable equity. If you align your brand with things your customers care about, like nature or sustainability - as Patagonia does - then you are borrowing their equity to enhance the perception of your brand.