Fascination

Why do we remember certain brands and not others? What determines our decisions, from the most mundane to the most complex? Why are we captivated by some people and not others? Sally Hogshead shows that the answer lies in fascination. Through the seven triggers (lust, mystery, caution, prestige, power, imperfection, and trust), fascination has a greater persuasive power than marketing and any form of advertising. In Fascination, the author presents the characteristics of each trigger and how to use them to your advantage and that of your brand.