Book Reviews


April 24, 2012

Fascination is the most powerful way to influence decision making, according to Sally Hogshead, author of "Fascinate: Your 7 Triggers to Persuasion and Captivation," published by HarperCollins Publishers. 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.

Hogshead asks:


● 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?

● How do certain leaders, friends, and family members convince you to change your behavior?

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, says Hogshead. 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, and neurobiology and evolutionary anthropology. She also conducted 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 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 "forbidden fruit" syndrome.

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 ways, to get your desired result? This book will show you.

Hogshead  will be a keynote speaker at CUNA's America's Credit Union Conference, June 17-20, in San Diego.



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