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.
©2010 Sally Hogshead (P)2010 HarperCollins Publishers
"[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)
Anyone who takes their marketing message seriously should read or listen to this book. This book explains how to use psychology to get your hook in the consumer. At the same time it gives lessons on applying these techniques to your own life. I started implementing the strategies in this book and I've already seen a change in perception of my marketing messages and in my own personal life. This book takes "fascinating" to a whole new level - it's own level of professional study!
The author narrates the book, but occasionally breaks off to explain real-life examples of how to apply what shes just read. I'd love to take a course with her!
Everything and everyone is fascinating if you learn to trigger the right personalities to react the right way - that's what this book teaches.
Sally Hogshead does a wonderful job of reading her own book (she admits she's never read an audiobook before, but you would never know it, she's a natural), and BONUS TREAT: She includes MUCH new material and commentary in the Audible version, that is NOT in the print book, so this is the way to go if you want this book. Why just 4 stars? There are lots of "personality tests" out there (the Myers-Briggs probably being the most well-known), but Ms. Hogshead says what's different here is, the other tests measure your innate personality characteristics, while her test (which is online, takes 10 minutes to complete, and is surprisingly accurate) measures how OTHERS see you. Well, oo-kayy, but they probably see these traits in you because they are inherent personality traits that you employ, consciously or unconsciously, to attract attention and be persuasive, so she may be making a distinction that isn't much of a difference. Still, it's always interesting to see a different set of categories and descriptions applied to yourself, (if they are valid and insightful, as these are), so this is recommended.,
Loved this book. Excellent information for any small business owner...heck any business owner. It is always better if the author reads their own book, and Sally is definitely easy to listen to and well worth the time. I was so disappointed to get to the end, that I am starting over again!
Works well with John Maxwell's 21 Irrefutable Laws of Leadership
This audiobook has been the best I have listened to yet! I actually looked forward to my commute knowing I had this book to keep my attention. The author does an excellent job narrating, and the subject was interesting and immediately applicable for both its business and personal branding insight. I highly recommend it.
Honestly, in real life from what I've seen and read about Sally Hogshead, I tend to picture her as a strong-willed egomaniac. Please don't let that stop you from reading the book though. If you don't hang on every page as she reads it to you, then you're not listening!
Very undestandable, very very good
Know myself better for what people arround me found fascinating.
In two words get consious
I could not make my mind up, if I was listening to someones uni notes on communication in advertising or it was some hybreed of comunication in the media and the individual. Not Fascinating.
A great high energy reader, but really she's just stating the obvious, giving examples and restating.
Lots of reinforcement to buy into the shallow superficial behavior of society.
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