What does it mean to be cool? It’s a means of standing out, as well as a way of fitting in.
In studying the brain, economists have found that when we consume products from status brands, it actually gives us a way to create social networks, friendships, alliances.
An eight-minute segment by PBS with Steven Quartz, co-author of Cool: How the Brain's Hidden Quest for Cool Drives Our Economy and Shapes Our World.
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[h/t Barry Ritholtz]