What will I learn about: master the seven triggers of fascination—Lust, Mystique, Alarm, Prestige, Power, Vice, and Trust—to maximize your persuasion potential and get what you want?

Learn how to master the seven triggers of fascination—Lust, Mystique, Alarm, Prestige, Power, Vice, and Trust—to maximize your persuasion potential and get what you want.

What will I learn about: how human fascination naturally evolved as an essential survival tool that helps us build close social bonds and instinctively attract others?

Discover how human fascination naturally evolved as an essential survival tool that helps us build close social bonds and instinctively attract others.

What will I learn about: why the Lust trigger, driven by the anticipation of pleasure rather than the actual experience, can powerfully bypass rational decision-making?

Understand why the Lust trigger, driven by the anticipation of pleasure rather than the actual experience, can powerfully bypass rational decision-making.

What will I learn about: the use of Mystique by intentionally limiting access and withholding information to spark curiosity and keep people actively engaged with your product?

Master the use of Mystique by intentionally limiting access and withholding information to spark curiosity and keep people actively engaged with your product.

What will I learn about: how the Alarm trigger captures immediate attention by highlighting the most personally relevant threats rather than just the most extreme ones?

Find out how the Alarm trigger captures immediate attention by highlighting the most personally relevant threats rather than just the most extreme ones.

Fascinate

Your Seven Triggers to Persuasion and Captivation

Sally Hogshead

★ 3.6 / 5(234 ratings)

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Categories:

Personal Development Motivation & Inspiration

If You're Curious About These Questions...

You should listen to this audiobook

💡What if you could master the seven specific triggers that make any person or brand instantly irresistible to others?
💡Have you ever wondered why certain products and personalities effortlessly command attention while others struggle to be noticed?
💡Did you know that there is a scientific way to trigger fascination, and it could be the key to skyrocketing your professional reputation?

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Key Takeaways from Fascinate

✓Learn how to master the seven triggers of fascination—Lust, Mystique, Alarm, Prestige, Power, Vice, and Trust—to maximize your persuasion potential and get what you want.
✓Discover how human fascination naturally evolved as an essential survival tool that helps us build close social bonds and instinctively attract others.
✓Understand why the Lust trigger, driven by the anticipation of pleasure rather than the actual experience, can powerfully bypass rational decision-making.
✓Master the use of Mystique by intentionally limiting access and withholding information to spark curiosity and keep people actively engaged with your product.
✓Find out how the Alarm trigger captures immediate attention by highlighting the most personally relevant threats rather than just the most extreme ones.

Learning Tools

Reinforce what you learned from Fascinate

Mind Map

Fascinate

Nature of Fascination+

The 7 Triggers+

3-Step Implementation+

Quiz — Test Your Understanding

Question 1 of 10

According to the book, what is the evolutionary purpose behind the human capacity for fascination?

A. It evolved primarily to help humans establish dominance within competitive hierarchies.
B. It evolved to help our ancestors survive and develop essential close social ties.
C. It developed as a psychological coping mechanism to deal with environmental stressors.
D. It was a byproduct of the development of complex language and abstract thought.

Question 2 of 10

What did the study involving monkeys and grapes reveal about the 'Lust' trigger?

A. Brain stimulation is highest when the monkey actually consumes the grape.
B. Monkeys quickly lose interest if they are offered the same reward repeatedly.
C. The anticipation of pleasure creates far stronger brain stimulation than the actual fulfillment of the desire.
D. Lust is a purely human emotion and cannot be observed or measured in animals.

Question 3 of 10

How does the 'Mystique' trigger generate fascination for a brand or product?

A. By providing complete transparency and answering all consumer questions upfront.
B. By utilizing celebrity endorsements to elevate the brand's perceived value.
C. By limiting access and withholding facts, which prompts consumers to use their imagination and speculate.
D. By threatening the consumer with a strict deadline or limited-time offer.

Question 4 of 10

Why did the advertising campaign showing gruesome car accidents fail to stop teenagers from drinking and driving?

A. The teenagers felt that the images were overly dramatic and unrealistic.
B. The threat of dying in a crash was not considered a relevant issue in their daily lives.
C. The campaign accidentally triggered 'Vice', making the teenagers want to rebel even more.
D. Teenagers are biologically incapable of experiencing the 'Alarm' trigger.

Question 5 of 10

Which strategy is a common way for companies to utilize the 'Prestige' trigger?

A. Mass-producing items so they are easily accessible to the general public.
B. Offering frequent discounts and sales to make the brand seem generous.
C. Focusing heavily on the practical utility and durability of the product.
D. Limiting availability and using high prices to make products exclusive luxury items.

Question 6 of 10

According to the book, what is a subtle way a leader can use the 'Power' trigger in a business environment?

A. By publicly yelling at employees who make the wrong choices.
B. By controlling the environment, such as eliminating outside noise and providing comfortable chairs during a meeting.
C. By constantly reminding employees of their job titles and hierarchical rank.
D. By withholding important company information to create a sense of mystery.

Question 7 of 10

What is the core mechanism behind the 'Vice' trigger?

A. It makes us crave things that are strictly forbidden or contrary to social expectations.
B. It builds long-term loyalty by providing a safe and reliable user experience.
C. It relies on the consumer's desire to improve their health and well-being.
D. It creates a sense of urgency by warning consumers of negative consequences.

Question 8 of 10

How do companies like McDonald's successfully utilize the 'Trust' trigger?

A. By constantly changing their menus to keep customers guessing.
B. By creating a sense of exclusivity so only certain people can eat there.
C. By earning familiarity through repetition and consistency across all their locations.
D. By using controversial advertising to stay in the public eye.

Question 9 of 10

In the three-step guide to making a company more fascinating, what is the primary goal of the 'Evaluation' step?

A. To brainstorm specific ideas on how to make all seven triggers work for your company.
B. To secure funding and convince your team of the new concept's merit.
C. To set highly specific and measurable goals for an upcoming marketing campaign.
D. To assess your current level of fascination and identify your company's primary trigger.

Question 10 of 10

When executing your ideas to increase fascination, what approach does the author recommend for setting goals?

A. Establish broad, general goals like 'increased brand awareness' to allow for maximum flexibility.
B. Avoid setting concrete goals until the campaign is finished to prevent team discouragement.
C. Choose specific, detailed goals, such as tracking specific mentions on Twitter, to effectively measure progress.
D. Focus exclusively on internal financial goals rather than external customer reactions.

Fascinate — Full Chapter Overview

1Recommendation
21 — Every one of us naturally has the ability to fascinate and be fascinated.
32 — Lust is the anticipation of pleasure, and it can make us act irrationally.
43 — Mystique fascinates us because we’re drawn to solving unanswered mysteries.
54 — We’re fascinated by things that threaten or alarm us.
65 — Prestige fascinates us with the promise of higher status and social respect.
76 — Power fascinates people, whether it’s used to dominate or simply persuade.
87 — Vice is the trigger that makes us desire what’s forbidden or frowned upon.
98 — Trust makes us value reliable, consistent choices.
109 — Assess yourself or your company to uncover your fascination potential.
1110 — Discover the best way to fascinate by creatively combining triggers and developing ideas.
1211 — To bring your ideas to life, you need to persuade others and set specific goals.
1312 — Final summary

Fascinate Summary & Overview

In Fascinate, author Sally Hogshead helps us realize our potential for fascination. By explaining in vivid language exactly how fascination works and how you can trigger it in others, Fascinate provides you, your company and your brand with the tools to fascinate. These “seven triggers of fascination” can help you to increase the odds of success, both in your personal life and in business.

Who Should Listen to Fascinate?

Anyone who owns or works at a company interested in improving its reputation
Anyone who’d like to improve their own ability to fascinate others
Students of psychology interested in the concept of human fascination

About the Author: Sally Hogshead

Sally Hogshead is one of the leading marketers and advertising writers in the United States and develops marketing strategies for leading companies such as Starbucks and Microsoft. Hogshead graduated from Duke University and founded her own advertising agency when she was just 27 years old.

Fascinate

If You're Curious About These Questions...

Listen to Fascinate — Free Audiobook

Key Takeaways from Fascinate

Learning Tools

Mind Map

Quiz — Test Your Understanding

Fascinate — Full Chapter Overview

Fascinate Summary & Overview

Who Should Listen to Fascinate?

About the Author: Sally Hogshead

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