Essay Summary3. The essay is to be 1 pages with three to five sources, with in-text citations and a reference page.In other words, the fear of losing is triggered by competition with others and the attachment to the value of an item. This is the kind of competition that is there in the society. There will always be competition between countries, groups, and individuals.However, it would be important for businesses and marketers to create a social environment which would encourage natural competitive instincts instead of forcing people to act of fear. The outcome of such an environment would be an increase in the level of the audience engagement, which will enhance the value of the products and services. It is not hard to create such social environment to ensure health competition (Maki). People should be allowed to form sub-groups where they can pursue different levels of interests. Open competitions helps everyone to participate and facilitate inter-user contact. Thus for any business or individual engaging in such kind of businesses where competition is involved, the best solution is to create a social environment that is conduce for the overall objectives of the business.Maki. Fear of Losing: Using Competitive Instincts to Your Advantage. (2008). Retrieved on 15th November 2014 from