{"product_id":"cool-how-the-brains-hidden-quest-for-cool-drives-our-economy-and-shapes-our-world-paperback","title":"Cool: How the Brain's Hidden Quest for Cool Drives Our Economy and Shapes Our World - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eSteven Quartz\u003c\/b\u003e (Author), \u003cb\u003eAnette Asp\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIf you have ever wondered why SUVs replaced minivans, how one rap song turned the cognac industry upside down, or what gives Levi's jeans their iconic allure, look no further--in \u003ci\u003eCool\u003c\/i\u003e, Steven Quartz and Anette Asp finally explain the fascinating science behind unexpected trends and enduring successes. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eWe live in a world of conspicuous consumption, where the clothes we wear, the cars we drive, and the food we eat lead double lives: they don't merely satisfy our needs; they also communicate our values, identities, and aspirations. In Beverly Hills, tourists flock to the famous Rodeo Drive-not to shop, but simply to take photographs of themselves in front of luxury stores. And for one week in August, hundreds of thousands of HarleyDavidson fans from all over the world descend on the remote town of Sturgis, South Dakota, and engulf the otherwise sleepy hamlet in the deafening roar of motorcycle engines. Why do brands inspire such devotion? \u003cp\u003e\u003c\/p\u003eQuartz and Asp bring together groundbreaking findings in neuroscience, economics, and evolutionary biology to present a new understanding of why we consume and how our concepts of what is cool--be it designer jeans, smartphones, or craft beer--help drive the global economy. The authors highlight the underlying neurological and cultural processes that contribute to our often unconscious decision making, explaining how we're able to navigate the supermarket on autopilot for certain items and yet arrive at the checkout counter with a basket full of products picked up on the spur of the moment. And they explore the opposite side of the consumer equation--the choice architects who design store interiors and the coolhunters who scour Berlin and Tokyo on the lookout for the latest trends. Through a novel combination of cultural and economic history and in-depth studies of the brain, \u003ci\u003eCool \u003c\/i\u003eputs forth a provocative theory of consumerism that reveals the crucial missing links in an understanding of our spending habits: our brain's status-seeking social calculator and an instinct to rebel that fuels our dislike of being subordinated by others. Quartz and Asp show how these ancient motivations make us natural-born consumers and how they sparked the emergence of cool consumption in the middle of the twentieth century, creating new lifestyle choices and routes to happiness. Examining how cool was reshaped in the 1990s by a changing society and the Internet, they unpack the social motivations behind today's hip, ethical consumption, arguing that we should embrace, rather than deny, the power of consumerism. \u003cp\u003e\u003c\/p\u003eTaking us from Norman Mailer to normcore, \u003ci\u003eCool \u003c\/i\u003eis surprising at every turn, and will forever change the way you think about money, status, desire, happiness, and choice.\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003cb\u003eSteven Quartz\u003c\/b\u003e is a professor of philosophy and cognitive science and the director of the Social Cognitive Neuroscience Laboratory at the California Institute of Technology. He is the coauthor of \u003ci\u003eLiars, Lovers, and Heroes\u003c\/i\u003e and lives in Malibu, California. \u003cb\u003eAnette Asp\u003c\/b\u003e is a political scientist, public relations and communications professional, and pioneer in the field of neuromarketing. She is a former project manager at the Social Cognitive Neuroscience Laboratory at the California Institute of Technology and is currently the communications manager of a leading telecommunications company. She lives in Stockholm, Sweden.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 304\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.8 x 8.2 x 5.4 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e April 12, 2016\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":45336600445030,"sku":"9780374535933","price":29.87,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0599\/7255\/0758\/files\/WHFFcTNPY0c0Q3M3czJnUkhGTDBXZz09.webp?v=1774612164","url":"https:\/\/infinitylightwa.com\/products\/cool-how-the-brains-hidden-quest-for-cool-drives-our-economy-and-shapes-our-world-paperback","provider":"Infinity Light","version":"1.0","type":"link"}