莎莉•霍格斯黑德(Sally Hogshead),以一个获得诸多奖项的广告创意人起步,如今是全球知名的品牌顾问和发言人。她曾为星巴克、微软等世界500强公司和众多刚起步的创意工作室作创意推广。
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? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Fascination: 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 result? This book will show you.
如果不是雕爷写文推荐,此书评分不会如此。 《影响力》的评分才只有8.6。公道的说,通读《迷恋》全书,从可读性、启发性及经典性上来看,此书距《影响力》远矣。 我并不是质疑雕爷的判断力,而是如题目所说,这本书对于雕爷和一般读者的价值,不至于说天壤之别,也较之不远。...
评分这篇文章若是让你买书了,就说明这书值得买,要是没打动你,就可以不买,买了你也学不会。 雕爷曾云:刚刚入手一本好书!我个人认为,这本书,但凡做品牌、想获得高额品牌溢价的人,100%想读,但只有20%的人读得懂,3%的人会按照书中所写去实践……最后,只有1%会感到有效果,...
评分 评分 评分看完目录就读完了全部知识点,用力一拧能挤出半盆水。就是一本解闷的枕边读物,类似5岁时看的《十万个为什么》,零星一句干货,要用放大镜刻意的找。如果抱着学习,窥视心理学的目的读,那您还是绕道吧,浪费好几天时间,回头想想,几乎一无所获。。如果半夜闲得瞪大眼睛和空气...
自己制造一些新名词,讲的旧道理。轶事代替科学。not fascinating at all.开头叫别人给自己的品牌起个独特的名字。这本书在amazon上都不是type name立刻被自动调出来的, unlike most other books I check on amazon。good execution on her own idea, huh?? Way too painful to finish. All hype, no substance.
评分自己制造一些新名词,讲的旧道理。轶事代替科学。not fascinating at all.开头叫别人给自己的品牌起个独特的名字。这本书在amazon上都不是type name立刻被自动调出来的, unlike most other books I check on amazon。good execution on her own idea, huh?? Way too painful to finish. All hype, no substance.
评分自己制造一些新名词,讲的旧道理。轶事代替科学。not fascinating at all.开头叫别人给自己的品牌起个独特的名字。这本书在amazon上都不是type name立刻被自动调出来的, unlike most other books I check on amazon。good execution on her own idea, huh?? Way too painful to finish. All hype, no substance.
评分自己制造一些新名词,讲的旧道理。轶事代替科学。not fascinating at all.开头叫别人给自己的品牌起个独特的名字。这本书在amazon上都不是type name立刻被自动调出来的, unlike most other books I check on amazon。good execution on her own idea, huh?? Way too painful to finish. All hype, no substance.
评分自己制造一些新名词,讲的旧道理。轶事代替科学。not fascinating at all.开头叫别人给自己的品牌起个独特的名字。这本书在amazon上都不是type name立刻被自动调出来的, unlike most other books I check on amazon。good execution on her own idea, huh?? Way too painful to finish. All hype, no substance.
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