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Details of Fascinate: Your 7 Triggers to Persuasion and Captivation

Fascinate: Your 7 Triggers to Persuasion and Captivation
Exact title of book
Fascinate: Your 7 Triggers to Persuasion and Captivation
Book author
Sally Hogshead
ISBN
9780061714702
Publisher
HarperCollins Publishers
Published
Feb 09, 2010
Language
English
Format
PDF, FB2, EPUB, MOBI
Pages
266
File size (in PDF)
2394 kB

Some brief overview of book

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. Its 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 fascinations 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 Victorias Secret catalog. Whether you realize it or not, youre 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 book author

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 book Fascinate Your 7 Triggers to Persuasion and Captivation has been translated into over a dozen languages.

The science of fascination is based on Hogsheads decade of research with 250,000 initial participants, including dozens of Fortune 500 teams,arts 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 fascinations 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 Victorias Secret catalog. Whether you realize it or not, youre 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.

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