Hooked
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Table of Contents

  • An Introduction
  • The science of communication
  • The brain
  • 1: Invite attention
  • Primal
  • Affective
  • Self-relevant
  • Surprising
  • 2: Ignite Thinking
  • Mystery
  • Ease
  • Narrative
  • 3: Incite action
  • Memory
  • Autopilot
  • Priming
  • Putting it to use
  • Your kit for crafting the perfect communication
  • Promotions
  • The psych of like
  • Direct mail 
  • In the office
  • Test, test, test
  • Conclusion

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The secret psychology of why messages stick

About the Author

Patrick Fagan is an Associate Lecturer in Psychology of Marketing and Advertising and Consumer

Behaviour at Goldsmiths University; and he works as a Senior Behavioural Insights Associate at world-leading behavioural science consultancy Mountainview Learning.

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