Many marketers (if not all!) have, at some point in their careers, come across basic principles of behavioural psychology. Maslow's Hierarchy of Needs is one prominent example that marketing professionals have historically drawn upon to understand some of the psychological motivations for action. Sally Hogshead, international keynote speaker and author of the book Fascinate , has become a force to be reckoned with in attempts to understand human action. Hogshead argues that fascination is the "most powerful way to influence decision-making", even more persuasive than marketing or advertising.