Fascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead

Fascinate: Your 7 Triggers to Persuasion and Captivation

bySally Hogshead

Hardcover | February 9, 2010

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What triggers fascination, and how do companies, people, and ideas put those triggers to use?

Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Fascination: the most powerful way to influence decision making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust.

Fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire. And by activating the right triggers, you can make anything become fascinating.

To explore and explain fascination's irresistible influence, Sally Hogshead looks beyond marketing, delving into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of a thousand consumers, to emerge with deeply rooted patterns for why, and how, we become captivated.

Hogshead reveals why the Salem witch trials began with the same fixations as those in Sex and the City. How Olympic athletes are subject to obsessions similar to those of fetishists. How a 1636 frenzy over Dutch tulip bulbs perfectly mirrors the 2006 real estate bubble. And why a billion-dollar "Just Say No" program actually increased drug use among teens, by activating the same "forbidden fruit" syndrome as a Victoria's Secret catalog.

Whether you realize it or not, you're already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired result? This book will show you.

About The Author

Sally Hogshead believes the greatest value you can add is to become more of yourself. Hogshead rose to the top of the advertising profession in her early twenties, writing ads that fascinated millions of consumers. Her internationally acclaimed bookFascinate: Your 7 Triggers to Persuasion and Captivationhas been translated into over a ...

Details & Specs

Title:Fascinate: Your 7 Triggers to Persuasion and CaptivationFormat:HardcoverDimensions:288 pages, 8.25 × 5.5 × 0.97 inPublished:February 9, 2010Publisher:HarperCollinsLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0061714704

ISBN - 13:9780061714702

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“As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book...”