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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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What Members Say

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  •  
    Lanie Evans 01-19-11
    Lanie Evans 01-19-11 Member Since 2011
    HELPFUL VOTES
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    "Hog your Head with Fascinate!"

    I purchased Sally's book after listening to an entertaining (and fascinating) interview conducted by Mitch Joel over at TwistImage, that featured the captivating Ms. Hogshead.

    So far, I've listened to the complete audio-book twice, and the application section four times. And no, I'm not dense--this is simply great insight worth reviewing a few times.

    Get this one point from the book: YOU ARE FASCINATING!

    I cannot begin to describe the impact this work has had on my annual planning, future dreaming, and most importantly, the foundational certainty it provided to my personal brand. For quite some time, I have known that I had a couple of primary traits which symbiotically act as a singular catalyst when I 'get it right'. I've taken numerous personality tests that always seemed to fall short in their applicability.

    It seems my Fascination triggers are: Prestige and Vice...isn't that great?! I know, you look at those two and go, "Wow, he must sell drugs in designer bags." or, "OMG, his hero must be Don Johnson!"

    Do not be alarmed--read on. Now, I know why I enjoy setting new standards for competitors and gain a sense of awe when I witness an authentic brand, and why I just flat-out love to win (Prestige). The same holds true for my irreverent, but great sense of humor and timing, as well as an innate distrust of the 'way its always been done' (Vice), and why I am compelled to create a better way.

    Buy this book before all the audio files have been downloaded!!! Take the F-Score test at Sally's website. Finally say hello to: what makes your soul sing; which facets of your personality are compelling; the authentic characteristics of your fascinating personal brand.

    This book has even helped my marriage! My wife and I are polar opposites, and we know how to appreciate that now. Her triggers are Trust and Alarm. Buy the book and figure out what I mean.

    25 of 26 people found this review helpful
  •  
    Jessy Eden Prairie, MN, United States 02-26-11
    Jessy Eden Prairie, MN, United States 02-26-11
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    "Information packed, well narrorated, & interesting"

    I'll start out by saying that I normally don't write reviews for books. Especially since peoples taste in authors and books are subjective. That said, my favorite authors are Seth Godin, Malcolm Gladwell, and Dan Pink. However, now I have to add Sally Hogshead to my list of favorite authors. This book is nothing short of spectacular. She has done her research and made the book interesting by explaining the content through studies and real world situations. This is a book for almost anybody. It is part advertising, part brain science, and all entertaining. Finally, I've found some books have great content, but only to be narrated poorly. With this book, Sally Hogshead did a superb job of narrating her own book.

    12 of 13 people found this review helpful
  •  
    John Hopkins Jupiter, FL, US 01-19-11
    John Hopkins Jupiter, FL, US 01-19-11 Member Since 2010
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    "This is a thought provoking book if you listen"

    I read this book and then bought the audio book. I really liked the book the first time around and loved the audio version much better. Sally really adds to the points and entertains in just the right parts. Loved it and have recommended it to friends.

    8 of 9 people found this review helpful
  •  
    Amy Laguna Niguel, CA, United States 10-06-10
    Amy Laguna Niguel, CA, United States 10-06-10
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    "What can I say? It's Fascinating"

    I love this book & highly recommend the Audiobook because Sally does a tremendous job. Her enthusiasm for the topic is evident which makes this a fun listen. Also, I love how she sometimes deviated from the script to give more background and/or updates.

    9 of 11 people found this review helpful
  •  
    A. A. BACHMAN Cincinnati, Ohio 11-21-13
    A. A. BACHMAN Cincinnati, Ohio 11-21-13 Member Since 2010

    Nonfiction Mainly

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    "Good advice for our "look at me" society"

    Although this was a fascinating audio book, I was left with a unsettling feeling about it. It was hard for me to put my finger on what bothered me about the book, but then I realized that it was the fact that the book puts getting noticed ahead of virtue. Although the author's instructions for using "triggers" including "power", "lust" and "vice" sound like they might be effective (see Miley Cyrus as evidence), I would prefer a guide to developing the better angels of our nature. (Check out "Now Discovering Your Strengths" for a more uplifting resource for unlocking your potential.)

    That said, the author's narration was indeed captivating as you could almost see her pulling the levers of her seven triggers as she read.

    Alas, I am sure that my relatively negative review will only serve to increase the "vice" appeal of the material and thereby trigger more purchases.

    2 of 2 people found this review helpful
  •  
    Tyler American Fork, UT, United States 02-29-12
    Tyler American Fork, UT, United States 02-29-12
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    "Excellent information, great presentation!"
    What did you love best about Fascinate?

    This was fresh information, based on recent research and modern, current trends. The psychological end was scientifically based and the market research data was largely conclusive to the author's points.


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

    It's her book, she knows what to emphasize, when, and how to bring attention to key points.


    5 of 6 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 5 people found this review helpful
  •  
    Chris Reich Northern, CA 03-08-11
    Chris Reich Northern, CA 03-08-11 Member Since 2005

    Business Physicist and Astronomer

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    "Not Fascinated at all..."

    I suppose if you read a lot of business and "brain" type books, you will not find much new material here.

    I didn't. I wasn't fascinated. Didn't care for this book.

    Chris Reich

    14 of 19 people found this review helpful
  •  
    Carrie Matteucci Hayward, CA 09-29-10
    Carrie Matteucci Hayward, CA 09-29-10 Member Since 2010

    I_LV_HP

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    "Fascinate wasn't as fascinating as I was hoping."

    I felt that this book had some fun and interesting points. My biggest issue was I don't feel it brought anything new to the table. It's all stuff you kind of already know, just put in a format. I did enjoy taking the test and getting my "F" Score. I felt it was pretty accurate.

    13 of 18 people found this review helpful
  •  
    K. United States 09-11-13
    K. United States 09-11-13 Member Since 2013

    SchoolBooks

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    "BEST AUDIO BOOK I'VE EVER LISTENED TO!!!!!"
    What did you love best about Fascinate?

    Looooved the author reading this book herself. Her fascinating voice and emphasis on just the right points was perfect!! Her energy and excitement for her own facts and research was sooo fun to listen to!


    What other book might you compare Fascinate to and why?

    I tried comparing Contagious, Why Things Catch On to Fascinate but there is NOOOO comparison!!!! Contagious tried to do the same thing Fascinate did but it's much more boring, not nearly as helpful and its read by someone other than the author which I don't like.


    Which character – as performed by Sally Hogshead – was your favorite?

    Her!!! :) Love her and her energy!


    If you could give Fascinate a new subtitle, what would it be?

    The One and Only Book That Will Help You Wow Your Audience!!!!


    Any additional comments?

    Love Sally love this book and hope she comes out with more books soon!!!!

    1 of 1 people found this review helpful
  • Showing: 1-10 of 35 results PREVIOUS124NEXT
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  • david
    solihull, United Kingdom
    12/23/12
    Overall
    "Fascinate"

    Overall, the book was good. It has interesting topic on why we are fascinated about things and what drives our action and interests.

    1 of 1 people found this review helpful
  • Kevin
    stanford le hope, United Kingdom
    12/23/12
    Overall
    "Witty, funny and utterly compelling"

    Captivation is hard in this day and age. Lots of shiny objects vying for your attention, how do you stand out and captivate, then influence? Sally's book talks about personality types, triggers and shares fun stories and anecdotes as she reads. Thoroughly enjoyable even if you never act on her research (which of course your should).

    1 of 1 people found this review helpful
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