Better than a text book
Psychological Triggers Audio Walkthrough
Peter Hollins
Psychological Triggers explains how emotions, social influence, instinct, and unconscious drives shape irrational decisions—helping marketers, salespeople, and entrepreneurs think more critically about human behavior and persuasion.
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Psychological Triggers challenges the assumption that people make decisions independently and rationally. Peter Hollins examines how fear, emotional arousal, conformity, authority, natural human drives, gut reactions, and the desire for control can push behavior away from deliberate reasoning.
For entrepreneurs and marketers, the book provides a useful psychological lens for understanding why buyers—and decision-makers generally—can respond to social pressure, emotion, persuasion, and instinct rather than careful analysis. It also examines ways to resist these influences, including questioning sources and motives, thinking independently, regulating emotional arousal, and recognizing when gut reactions are replacing evidence.