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Fascinate: Your 7 Triggers to Persuasion and Captivation | [Sally Hogshead]

Fascinate: Your 7 Triggers to Persuasion and Captivation

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? Answer: 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.
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Publisher's Summary

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?

Answer: 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 tell you how.

Download the accompanying reference guide.

©2010 Sally Hogshead (P)2010 HarperCollins Publishers

What the Critics Say

"[T]his slight but practical work packs a big punch." (Publishers Weekly)

“Can you dissect ‘fascination’? Sally Hogshead says, ‘Yes.’ Fascination is arguably the most powerful of product attachments—and this pioneering book helps us approach the word and the concept in a thoughtful and also practical manner.” (Tom Peters)

“This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.” (Seth Godin)

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  •  
    River Mama Honolulu 02-22-13
    River Mama Honolulu 02-22-13 Member Since 2007
    HELPFUL VOTES
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    "Why not the 5th star?"

    Good articulation of what the body knows at birth. Well written, well laid out. Nice balance of science and art (the application of science). Author does a beautiful job narrating -- can't imagine anyone else presenting as well. I will listen to this a couple more times, which is quite rare for me. Kiwis for EVERYone. But you said we could take "The F Test" free and when I followed instructions to it I was asked for $37. And the pdf that came with the audio indicated it was a 29-page attachment, but only 10 pages are available. So Sally, dear, how about reconciling the gaps? You don't have to give me anything extra -- I very much appreciate your work and the work you've put into your work. Thank you! But if you say you're going to do something .... (Is that mystique? One other suggestion -- the pdf with the audio lists the triggers with slight variation in names -- bet I'm not the first to say. Not a biggy, but hey, why not shut us up now? Mahalo nui loa, Passion and Vice

    1 of 1 people found this review helpful
  •  
    patricia MILL VALLEY, CA, United States 12-29-12
    patricia MILL VALLEY, CA, United States 12-29-12 Member Since 2009
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    "Why do authors insist on being narrators?"

    I had to buy the kindle version of this book because I was interested in what Hogshead had to say. Hogshead's delivery is just too slow and boring...strange given the topic.

    1 of 1 people found this review helpful
  •  
    Amazon Customer London, United Kingdom 02-13-12
    Amazon Customer London, United Kingdom 02-13-12

    PW

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    "New angle on marketing for me :o)"
    If you could sum up Fascinate in three words, what would they be?

    The Hog's head has a nice voice and a interesting way of putting things, very useful and enjoyable. I found the results of doing her F-score enlightening.


    3 of 4 people found this review helpful
  •  
    Samir Sanghani Boston, MA 12-12-12
    Samir Sanghani Boston, MA 12-12-12 Member Since 2005
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    "Good pyschoanalyst type of book"

    Very good dissection of key character types in the business world, and a method for helping you identify what you are. This is followed with pretty straight on description of what people will see in you (or be fascinated by you)... and what they won't. Key is to understand your own personality and try to capture the attention and intrigue of colleagues, team, and senior managers in the way that fits your personality.

    4 of 6 people found this review helpful
  •  
    flotcha Green River, WY 02-02-13
    flotcha Green River, WY 02-02-13 Member Since 2005
    HELPFUL VOTES
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    "$37.00 Extra Dollars to See How "Fascinating""
    Would you recommend this book to a friend? Why or why not?

    It's OK.


    Would you be willing to try another book from Sally Hogshead? Why or why not?

    No. Her gimmick to charge you almost double the cost of this book for an internet test that costs her nothing is disgraceful.


    2 of 3 people found this review helpful
  •  
    David Vaudreuil, QC, Canada 09-11-10
    David Vaudreuil, QC, Canada 09-11-10 Member Since 2010
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    "A new way to understand what makes us fascinating"

    Sally Hogshead does a great job of making this book come alive and has you challenge yourself. Her voice and friendly tone sounds as though you are having a conversation with a good friend.

    Great book!

    4 of 7 people found this review helpful
  •  
    bea tea SAN JOSE, CA, United States 01-09-14
    bea tea SAN JOSE, CA, United States 01-09-14 Member Since 2013

    bt

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    "very easy to listen to"
    Would you consider the audio edition of Fascinate to be better than the print version?

    the narrator is awesome (who happens to be the author). Very real, up to date, and I learned lots.


    What does Sally Hogshead bring to the story that you wouldn’t experience if you just read the book?

    Great story telling


    0 of 0 people found this review helpful
  •  
    A Canada 03-05-13
    A Canada 03-05-13 Member Since 2011
    ratings
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    "Loved it!"
    Would you listen to Fascinate again? Why?

    I'm an avid non-fiction reader because I love research, reasonably substantiated claims and thought through delivery -- this book has it all. Sure some of the names / ideas are similar to what you can find in other books but I won't take anything away from the Fascination Team that pulled this book together -- its 'all under one roof'. Seriously, if you like some new takes on old marketing concepts but also like it modernized and 'real' -- you will enjoy this book. I hate to say it but I kinda wish I had bought the actual book because it does require a lot of review and 'waz that again??' rewinds but I intend to keep it handy and will enjoy listening regularly.


    What did you like best about this story?

    The real life examples -- made the names / concepts / triggers stick.


    What does Sally Hogshead bring to the story that you wouldn’t experience if you just read the book?

    Her delivery - this does not feel like a read book - its very conversational and Sally is engaging.


    What’s the most interesting tidbit you’ve picked up from this book?

    A lot of simple lessons long forgotten bubbling to the surface again. I need to work more effectively and practice what i preach in terms of 'wowing'.


    0 of 0 people found this review helpful
  •  
    Justin Park City, UT, United States 02-13-13
    Justin Park City, UT, United States 02-13-13 Member Since 2011
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    "Awesome!"
    If you could sum up Fascinate in three words, what would they be?

    This was a great book, I highly recommend it. Very interesting and very informative.


    0 of 0 people found this review helpful
  •  
    Brandon Simpsonville, SC, United States 12-05-12
    Brandon Simpsonville, SC, United States 12-05-12
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    "Very intresting feel like it was missing something"
    What made the experience of listening to Fascinate the most enjoyable?

    The intrigue.


    How would you have changed the story to make it more enjoyable?

    Made the book match up with the online test.


    Have you listened to any of Sally Hogshead’s other performances before? How does this one compare?

    No


    Did you have an extreme reaction to this book? Did it make you laugh or cry?

    No


    Any additional comments?

    Always good to get a different insights.

    0 of 0 people found this review helpful
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