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Fascinate: Your 7 Triggers to Persuasion and Captivation |  | Author: Sally Hogshead
Publisher: HarperCollins e-books
Category: eBooks
This item is no longer available
Rating:  50 reviews
Sales Rank: 3581
Format: Kindle Book
Media: Kindle Edition
Pages: 288
Number Of Items: 1
Dewey Decimal Number: 658.80019
Publication Date: January 21, 2010
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Product Description
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. 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 show you.
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| Customer Reviews:
Showing reviews 1-5 of 50
 Boring and grueling! NOT fascinating! September 5, 2010
Karen S Harmon
If for some reason you need a watered down version of an under-grad refresher in Psych-101 and Marketing-101 this is it. Same old crap that any professional in the business world already knows. I wonder how much Sally paid Tom Peters for his comments on the back of this book. If she didn't pay him, then Tom has lost his edge. This book is stupid. Dragging myself through this book was grueling as it certainly did NOT fascinate! I drudged on just so I could write a review and warn people, don't waste your money. My copy is in the trash; I don't even want it on my shelf! I gave this one star only because it exists, anyone who rates this higher is an amateur!
 Just When I Swore Off Business Books... August 26, 2010
Laura Freed (Philadlephia, Pa)
1 out of 1 found this review helpful
I initially read the sample of this on my Kindle - the sample hooked me but the Kindle price did not! (12.99!). I was able to buy the hardback for about 15.00. I bought it with the idea I'd lend it friends, however, this is one that will have a permanent spot on my desk.
Fascinate reminded me somewhat of one of my other favorite books: The Tipping Point by Malcolm Gladwell.
Ms. Hogshead writing style makes for a smooth and interesting read. I loved the examples she used to back up the 7 Triggers. At the end of the book, she takes examples of how businesses can utilize each of the 7 Triggers.
I had sworn off buying any more business books, but after listening to a few of Sally Hogsheads interviews (I listen on my iPod while I'm walking the dog!), her warmth and enthusiasm and intelligence lured me back into the business section of the bookstore!
 Great read, even if a bit cumbersome at times August 16, 2010
MaryKaye O'Brien (Seattle, WA United States)
As a marketer, market researcher & social psychologist, I think Sally Hogshead does a great job summarizing many social psychological principles into usable and actionable information for marketers. While the odd writing style (attributed to her own ADD) of footnotes and perhaps too many examples can be distracting, it was worth the effort. In fact, it became a book I couldn't put down. I think this book is helpful not only to corporate marketers, but to those who are trying to build their own personal brand. Especially useful was Part III, which really helps companies & individuals implement upon these triggers. I think the online tool to determine your F score, is fun, but worthless if you haven't read the book.
Ramp up your career game: Here's the user's manual August 11, 2010
Mayo Quin (Houston, TX United States)
2 out of 2 found this review helpful
Buy it and then try it. This business book could show you how to ramp it up a notch. Sometimes, a notch is all you need to move ahead.
If this reviewer bought the book, and feels it was a worthwhile expenditure, then why the 4-star rating? Answer: Had to withhold a star because the book is not universally applicable to everybody's job scenario. It may be, or not, a source of advice in long-term personal relationships. (It would be tempting to try out the strategies, though.)
Nevertheless, the book has lots to recommend it in the cold, cruel world of economic survival because it presents a new way of looking at competition and achievement--and the potential for becoming your own game changer by becoming a "brand" unto yourself. Author Hogshead (yes, imagine that as a brand name) explains the relevance of the seven fascination triggers. The "aha!" realization you hit with any one of the seven triggers is where you start to get your money's worth.
Don't bother with this book if your objective is to keep your head down and continuing plowing through, hoping you won't get noticed. Unless, that is, you want to figure out how the competition is keeping your boss, your boss's boss, the public, your nemesis or the clients fascinated.
 Fascination - Thin Book With New Nomenclature For Marketing 101 August 9, 2010
John G. Jazwiec (Chicago IL)
5 out of 6 found this review helpful
Fascination's only surprise is it is not fascinating. The book is thin, not just in pages, but in saying anything new in marketing. Lust is just another word for sizzle. Mystique is just another word for teaser ads. Alarm is just another word for the power of being left out. Prestige is just another word for branding. Power is just another word for expertise. Vise is just another word for using the power of bathing suits selling Sports Illustrated. Trust is just another word for being reliable.
The author makes a valiant, but overly thin research of human behavior and anatomy to explain why these seven "fascinations" work in marketing.
But we all know they work. And we all know that some work better than others for selling different things. And while the author tries to tell us why they work, most of us have been taught they work by being consumers or taking a Marketing 101 book.
Showing reviews 1-5 of 50
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