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Fascinate电子书

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作       者:Hogshead, Sally

出  版  社:HarperCollins e-books

出版时间:2010-02-01

字       数:297.6万

所属分类: 进口书 > 外文原版书 > 经管/金融

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What triggers fascination, and how do companies, people, and ideas put those triggers to useWhy are you captivated by some people but not by othersWhy do you recall some brands yet forget the restIn a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behaviorFascination: 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 resultThis book will show you.
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Dedication

Contents

Preface

Introduction

Part I

The Big O

Cocktail lounges and the canoodling tango

The mental disorder known as infatuation

Orgasm

When fascination turns into obsession

The scale of intensity

Fetishes

Measuring elbows in a singles bar

Your MHCs

Tipping the stripper

Your Fascinating Face

Amazon jungle to Amazon.com

A baby’s first party trick

The boy who couldn’t see his mother’s face

Mona Lisa is 83 percent happy

Why do humans smile?

Girls fall for the funny guy

The perfect comedic face

Fascination and the Media

The amnesiac and the maze

Papyrus print ads

Trends driving distraction

Rise of the ADD world

Goldfish and nine seconds

Paying attention vs. earning attention

Shutting out messages

The Fascination Economy

The Gold Hallmarks of a Fascinating Message

Some ideas take off, but most fizzle

Esperanto death sentence

Gold Hallmarks of a fascinating message

Provoking reactions

Creating advocates

Cultural shorthand

Inciting conversation

Forcing competitors to realign

Social revolutions

Hype

Naming your baby with Google

A man named David Scott

How Fascinating Are You? Applying Fascination to Your Personality and Brand

The Most Fascinating Person in the Room

The F Score

High-Scoring Personalities

More Fascinating Isn’t Always Better

Fascination versus Likability or Respect

Famous High-Scorers

Ultra-Scoring Personalities

Low-Scoring Personalities

Not Fascinating Yet? Don’t Panic, You’re on the Road

Part II

Lust

Marilyn Monroe’s wet voice

Craving

“But I want it!”

Increasing desire for boring brands

Stop thinking, start feeling

Testosterone-drenched saliva

Body odor and vomit

Make the ordinary more emotional

Use all five senses

Godiva’s Chocolixir

Tease and flirt

The monkey and the grape

Mystique

Jägermeister

Sparking curiosity

The lure of celebrity deaths

Withholding critical information

Championship poker, where a single glance can cost millions

Mythology

Pop Rocks, bull testicles, and the number 33

Stories, not facts

Coca-Cola’s secret ingredient

What’s behind the velvet rope?

The kitchen inside the kitchen

Buzzkills

Alarm

Luke Sullivan’s epiphany

Roller coasters, roulette wheels

Defining consequences

Creating deadlines

Ginzu knives and exclamation points

Why we procrastinate

How to increase danger

The suicide that failed

Not the crisis most likely, but the one most feared

Blood on the shoes

Distress steers positive action

Tap Project

Prestige

Tulip hysteria

Emblems

Blue bake-off ribbons and pink Mary Kay Cadillacs

Setting new standards

Throwing down the vodka gauntlet

Harry Winston and the cursed Hope Diamond

Limiting availability

Zip codes

Earning it

A prestigious black piece of cloth

Power

The gold medal that cost too much

Spectrum of power

Domination

Sushi dictators

Provoking inferiority complexes

The alpha stance

Celebrity monkey paparazzi

Controlling the environment

The most fascinating organization in the world?

Reward and punishment

Potent, or impotent

Vice

Prohibition, Rockefeller, and Al Capone

Everyday guilty pleasures

Taboos

Bad girls

Controversy in Leaves of Grass and Where’s Waldo?

Michael Phelps and the bong

When to lead others astray

Defined absolutes

The black box experiment

DARE and “Just Say Maybe”

How to overcome vice

Give a wink

How and why traditional companies should apply vice

Trust

It’s a Wonderful Life

Familiarity

The exposure effect

McNuggets, milk, and golden arches

Repeating and retelling

Hitler and the “Big Lie”

Authenticity

Villains, heroes, and your personal reputation

The Tiffany & Co. silver bracelet

Rebuilding or accelerating trust

How to “unfascinate” an unhealthy message

The Edible Schoolyard

Trust for beginners

Part III

Ideas kept under lock and key

Three stages

Workshop program overview

Stage 1

Are you reaching the Gold Hallmarks of a fascinating message?

Identifying your primary trigger

Your brand’s chemistry set

Who’s getting it right (or not)

Superman and Spider-Man

Stage 2

Fascination badges

Bell curves

The fringe

Incorporating new triggers

What if?

Prestige and the T-shirt

Judging a book by its triggers

Stage 3

Building internal support for your plan

Measure, research, reevaluate

Tracking your progress

Removing barriers to fascination

Still fascination-resistant? Read on.

Appendix

How much is fascination worth?

Help your audience feel fascinated, and fascinating

Fascination in the workplace

In decision making

In personal relationships

What we seek in life

Author’s Note

Fascination at a Glance

Sources

Acknowledgments

Searchable Terms

About the Author

Books by Sally Hogshead

Credits

Copyright

About the Publisher

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