But not like this guy.

What does it take to be fascinating? The answer, according to Sally Hogshead (who just completed a study of 1059 American consumers), is that it takes some blend of seven triggers, which she says are defined as deeply rooted primal means of arousing intense interest:

1. Lust: the anticipation of pleasure, which we crave.
2. Mystique: unanswered questions, which intrigues us and makes us want to solve the puzzle.
3. Alarm: the threat of negative consequences, which demands immediate response.
4. Prestige: symbols of rank and respect, which earn us status and admiration.
5. Power: command over people and things, which draws our focus.
6. Vice: rebellion against rules, which tempts us toward “forbidden fruit.”
7. Trust: certainty and reliability, to which we give our loyalty.

According to the research, a “fascinating” brand, company or organization can charge more than an un-fascinating one, up to four times as much. People also will pay a premium for brands that activate desired triggers. In the presence of a fascinating product, 80% of people report a strong emotional or physical response.