Regular price: $25.09

Free with 30-day trial
Membership details Membership details
  • A 30-day trial plus your first audiobook, free
  • 1 credit/month after trial – good for any book, any price
  • Easy exchanges – swap any book you don’t love
  • Keep your audiobooks, even if you cancel
  • After your trial, Audible is just $14.95/month
OR
In Cart

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.

©2010 Sally Hogshead (P)2010 HarperCollins Publishers

Critic Reviews

"[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)

What members say

Average Customer Ratings

Overall

  • 3.9 out of 5.0
  • 5 Stars
    278
  • 4 Stars
    200
  • 3 Stars
    142
  • 2 Stars
    59
  • 1 Stars
    33

Performance

  • 4.1 out of 5.0
  • 5 Stars
    222
  • 4 Stars
    139
  • 3 Stars
    64
  • 2 Stars
    18
  • 1 Stars
    21

Story

  • 3.9 out of 5.0
  • 5 Stars
    189
  • 4 Stars
    131
  • 3 Stars
    91
  • 2 Stars
    29
  • 1 Stars
    24
Sort by:
  • Overall
  • Performance
  • Story

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

  • Overall
  • Performance
  • Story
  • A
  • Canada
  • 03-05-13

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'.

  • Overall
  • Performance
  • Story
  • Justin
  • Park City, UT, United States
  • 02-13-13

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.

  • Overall
  • Performance
  • Story

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 2 people found this review helpful

  • Overall
  • Performance
  • Story

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.

  • Overall
  • Performance
  • Story

Fascinating! Who would have guessed?

I loved this book, it was very informative and, well, fascinating! I listened to it several times because I listen while I work and sometimes will miss things. It was great to hear again and again.
I am interested in how things work and how different people see the world. It is another one of those quantum conundrums, how we see ourselves and the world around us, makes so much difference to what we see and experience.

I think Ms. Hogshead is a lovely, funny, sweet and likeable person. She is intelligent and insightful and I enjoyed her reading so much. You can actually hear her smile!

I recommend this book to anyone in sales or anyone who is interested in how the world of sales and advertising works. I enjoyed all of this book.

I e-mailed her and asked for the F-test, she gave me a coupon code to get a free test.
It helps if you know which type you are.

  • Overall
  • Performance
  • Story
  • AM
  • 11-26-12

'FASCINATING" concept--great added values!

Really found this to be a thought-provoking book. I enjoyed listening to the author narrate and thought it added interest to the content. I don't know if this will continue indefinitely, however at the time I purchased I was able to access the Fascination Score test online for no additional cost because of the audio book purchase. It was worth the cost of the book to take the quick online test and see my personal "fascination" results. The website is a substantial added value--I'm very happy with the content, performance and overall value of this book.

  • Overall
  • Performance
  • Story
  • Sarah
  • San Rafael, CA, United States
  • 11-13-12

So entertaining and informative

I couldn't stop listening to this. Highly recommended to marketers and psychologists. I think of this title word in a whole new way now.

  • Overall
  • Performance
  • Story

Fascinating ideas.

What did you love best about Fascinate?

That I now see the world differently.

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

At first it was fast paced and covered a lot at once, but once I got used to Sally's enthusiasm, I felt I learned a lot.

Any additional comments?

A mind opener!

  • Overall
  • Performance
  • Story

Fascinating

What about Sally Hogshead’s performance did you like?

It was like having a conversation over coffee.

Any additional comments?

This book was very interesting both personally and professionally. Being able to take the test on her website was very helpful as was the pdf. I also liked the added information that wasn't in the original paper book.