Cool

Cool
By:Steven Quartz,Anette Asp
Published on 2015-04-14 by Farrar, Straus and Giroux

A bold argument that our |quest for cool| shapes modern culture and the global economy Like it or not, we live in an age of conspicuous consumption. In a world of brand names, many of us judge ourselves and others by the products we own. Teenagers broadcast their brand allegiances over social media. Tourists flock to Rodeo Drive to have their pictures taken in front of luxury stores. Soccer moms switch from minivans to SUVs to hybrids, while hip beer connoisseurs flaunt their knack for distinguishing a Kölsch from a pilsner. How did this pervasive desire for |cool| emerge, and why is it so powerful today that it is a prime driver of the global economy? In Cool, the neuroscientist and philosopher Steven Quartz and the political scientist Anette Asp bring together the latest findings in brain science, economics, and evolutionary biology to form a provocative theory of consumerism, revealing how the brain's |social calculator| and an instinct to rebel are the crucial missing links in understanding the motivations behind our spending habits. Applying their theory to everything from grocery shopping to the near-religious devotion of Harley-Davidson fans, Quartz and Asp explore how the brain's ancient decision-making machinery guides consumer choice. Using these revolutionary insights, they show how we use products to advertise ourselves to others in an often unconscious pursuit of social esteem. Surprising at every turn, Cool will change the way you think about money, status, desire, and choice.

This Book was ranked at 26 by Google Books for keyword nation of rebels why counterculture became consumer culture.

Book ID of Cool's Books is 8y-dBAAAQBAJ, Book which was written bySteven Quartz,Anette Asphave ETAG "2bOhmiVJvmU"

Book which was published by Farrar, Straus and Giroux since 2015-04-14 have ISBNs, ISBN 13 Code is 9781429944182 and ISBN 10 Code is 1429944188

Reading Mode in Text Status is true and Reading Mode in Image Status is false

Book which have "304 Pages" is Printed at BOOK under CategoryScience

This Book was rated by Raters and have average rate at ""

This eBook Maturity (Adult Book) status is NOT_MATURE

Book was written in en

eBook Version Availability Status at PDF is falseand in ePub is true

Book Preview