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Instant Appeal: The 8 Primal Factors That Create Blockbuster Success Hardcover – November 26, 2008
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From Publishers Weekly
Kunkel, a communications consultant, posits that the most persuasive and powerful icons and brands owe their success to an uncanny ability to appeal to one or more cultural and biological universals, our species' emotional and behavioral responses to certain stimuli (for example, the need for security and comfort, distrust of classically beautiful people). Unfortunately, Kunkel's evidence of these universals is vague and speculative—referring to research into the effect of sound waves on cellular structure, she asserts that just as plants dislike heavy metal music and uncooked rice thrives on compliments, our body processes are altered by sound waves—and she advises her readers to speak in rhythms that resonate on a cellular level. The author's appeal to science that is either clearly marginal or only vaguely related to her conclusions, along with her tendency to label as universal a wide gamut of folk beliefs and obviously culturally determined phenomena (such as the effect of certain words that have no meaning outside of the speaker's linguistic community), make even the more reasonable arguments in the book seem suspect. In the end, the author overreaches her grasp, producing a marketing guide that is unlikely to convince practical readers. (Dec.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
“…densely packed compendium of fascinating observations about human behavior and hypotheses on how to market people, ideas, and things.” --Graziadio Business Report
“…a winner…a 'must' for any business library strong in marketing psychology.” -- Midwest Book Review
“… anyone from salespeople to senior management can take something away from Kunkel's research.” -- Houston Business Journal
Top customer reviews
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Instant Appeal: The 8 Primal Factors That Create Blockbuster Success will show you the primal factors that cause people to choose one thing over another, whether it be a product, a company or a person. The book is well researched and provides ample notes along with an index. These are things the less rigorious books in this field often lack. Despite this it is an easy and fun read. I did not feel it was overly technical, but that the technical information validated the points made in the book.
While theory is great, the reason I read books like this is to learn some fact or technique that I can apply that will have an immediate impact on my business or personal life today. Again, this book delivered. In every chapter of the book I found myself extensively underlining and scribbling notes in the margins on how I can apply the information.
I highly recommend this book. It is so good that it is one of the rare few that has a place on my desktop bookshelf, along with Kevin Hogan'sThe Psychology of Persuasion: How to Persuade Others to Your Way of Thinking & Dave Lakhani's Subliminal Persuasion: Influence & Marketing Secrets They Don't Want You To Know for immediate reference.
Vicki has done her homework; if she makes a claim, she shows you where you can go to check out the sources she used. This is a professinally written book, but unlike many "professional" books that are painfully dry, Vicki's writing style is as entertaining as they come.
You'll learn new and useful applications for creating mass appeal-guaranteed!
I'm recommending this anyone who'll listen!
Vicki Kunkel digs deep into the inner reaches of anthropology, biology, and lots of other ologies for the purpose of putting together the final solution for instant appeal.
The urge to sit by a window or on the perimeter...just one of the anthropologic human universals that Kunkel points out is part of who we innately are.
This book covers a lot of territory but what captured my attention....what was instantly appealing to me was the 8 Factors of Instant Appeal
1) The Conspicuous Flaw Factor
2) The Visual Pre-Programming Factor
3)The Reptilian Comfort Factor
4) The Sacred Cow Factor
5) The Jackass Factor
6) The Biology of Language Factor
7)The Bio-Tuning Factor
8) The Mental Real Estate Factor
And this is really just the surface.
You gain a lot of insights from this book that most authors won't touch with that really long pole.
Instant Appeal is not without it's arguable flaws. I quibbled with Kunkel about a few of her interpretations of scientific data, but that says a lot in an age when no one wants to look at data at all.
This is a definite must read. You'll pull plenty of ideas and aha's from this book and be glad you invested the time in a really good read.
Author of Irresistible Attraction
Most recent customer reviews
Part of me wanted to keep it a secret...to give myself an advantage, because Instant Appeal gives you the secrets.Read more