Synthesis: This Is Your Brain on Cool

Synthesis: This Is Your Brain on Cool

Author: 
Evers, Kevin
Publisher: 
Harvard Business School Press
Date published: 
2015
Record type: 
Journal Title: 
Harvard Business Review
Source: 
Harvard Business Review, Vol. 93, No. 4, April 2015, pp. 110-111
Abstract: 

Anticonsumption pundits have long told us that cool is just a manipulative notion companies use to separate us from our cash. Marketers create the images; we buy into them. But the authors of two recent books suggest that more is at play than succumbing to ads, self-indulgence, or keeping up with the Joneses. We seek cool for the confidence and social connection it offers. Steven Quartz, a coauthor with Anette Asp of the newly released Cool, began investigating this topic with an experiment in his neuroscience lab at the California Institute of Technology. Kit Yarrow, a clinical psychologist, conducted interviews and shop-alongs with consumers for her book Decoding the New Consumer Mind.

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CITATION: Evers, Kevin. Synthesis: This Is Your Brain on Cool . : Harvard Business School Press , 2015. Harvard Business Review, Vol. 93, No. 4, April 2015, pp. 110-111 - Available at: http://library.au.int/synthesis-your-brain-cool