Fear, Uncertainty, And Doubt (Fud)

Created: January 24, 1984
Updated: August 10, 2023

FUD, or Fear, Uncertainty, and Doubt, is a persuasion technique used in propaganda, sales, and marketing.

FUD is a powerful sales technique due to Loss Aversion Bias.


  • When tobacco companies spread uncertainty about the scientific validity of research that said cigarettes were bad.

  • Insurance companies play on the fear of losing possessions in a disaster.