Abstract: the article deals with the phenomenon of fascination and describes the mechanisms of its formation. The article reveals the influence of previous experience as one of the reasons for the formation of involuntary attention, which is an essential part of the fascination. The phenomenon of fascination is considered from the position of unconscious psychic phenomena. The role of emotions in the process of fascinating influence as well as the effectiveness of fascination as a conduit for information depending on the magnitude of the emotional component is considered in the article. The process of the formations of fascination is described from various theories: from the formation of a dominant( A.A. Ukhtomsky), from the formation of an attitude(D.N. Uznadze), as well as from a modern theory developed by Neisser and Hochberg – «Theories of the priming effect». The subjects of the article will be useful for further studying of the formation of fascination and the application of research data in the field of public communications and for the purpose of the formation of effective interpersonal communication.
Keywords: fascination, involuntary attention, dominant, mindset, priming