Fascinate

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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。

出版者:HarperBusiness
作者:Sally Hogshead
出品人:
页数:288
译者:
出版时间:2010-2-9
价格:USD 26.99
装帧:Hardcover
isbn号码:9780061714702
丛书系列:
图书标签:
  • 营销 
  • 心理学 
  • 策划 
  • marketing 
  • 英文原版 
  • 女性 
  • 商业 
  • 英 
  •  
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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.

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读后感

评分

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。...  

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【迷恋】独特的非理性情感反应,强烈的情感依恋 【迷恋的生物基础】天生对脸敏感,微笑会改变声音信息,调情是一切迷恋产生的最基本要素,迷恋的根本原因是内在连接,疯狂的迷恋是为了进化。迷恋的大部分元素都在潜意识层面起作用。 【个人品牌】为了变得更加有吸引力,你不必...  

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1.微笑不是为了传达视觉信号,而是为了改变我们说话的声音。 确实微笑时说话声调会稍高些,但上扬的表情也很重要吧,综合起来产生友好温和的效果。 2.人们会忘记你说过什么,做过什么,但永远不会忘掉你带给他们的感觉。 这句非常认同,尤其当八卦认识而不熟的人时,这种印象...  

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【迷恋】独特的非理性情感反应,强烈的情感依恋 【迷恋的生物基础】天生对脸敏感,微笑会改变声音信息,调情是一切迷恋产生的最基本要素,迷恋的根本原因是内在连接,疯狂的迷恋是为了进化。迷恋的大部分元素都在潜意识层面起作用。 【个人品牌】为了变得更加有吸引力,你不必...  

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用户评价

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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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