Fascinate talks about the 7 triggers that fascinate people. People tend to have one that is the primary one that they use and one that they do not use. Using a different trigger can help make something more fascinating. However, it can also be a negative if it is too far apart. The triggers include Power, Passion, Mystique, Prestige, Alarm, Rebellion and Trust. (Though in this edition, Lust and Vice were used instead of Passion and Rebellion. Almost seems to be a turn away from the "fascinating.) Different attempts to make more money can often backfire in reducing the rarity of items. Negative publicity can often usefully inspire people to seek out something. A lot of marketing and media today seems to be based on fascinating, even if it does not seem to be explicitly doing it. The book contains some applications for individuals, but is primarily focused on business and marketing.
