Fascinate

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What triggers fascination, and how do companies, individuals, and ideas leverage these triggers? Why are some people captivating while others fade from memory? In a world filled with distractions, certain leaders and friends can influence your behavior. Fascination is the most powerful tool for decision-making, surpassing traditional marketing and communication. It begins with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust. These triggers affect every decision, from brand preferences to personal relationships. By activating the right triggers, anything can become fascinating. Sally Hogshead explores fascination's compelling influence through behavioral studies, historical examples, neurobiology, and interviews with consumers. She uncovers patterns explaining why we become captivated, revealing connections between historical events and contemporary obsessions. For instance, the Salem witch trials share fixations with modern media, while Olympic athletes exhibit similar behaviors to fetishists. A 1636 tulip mania mirrors the 2006 real estate bubble, and a billion-dollar anti-drug campaign inadvertently increased teen drug use by tapping into the "forbidden fruit" syndrome. Whether you realize it or not, you're already utilizing these seven triggers. The key question is whether you are employing them effectively to achieve your desired outcomes. This exploration will guide you in mastering the