Cool

Book excerpt: “This engrossing history merges evolutionary biology and economics to explain our spending habits” and show how coolness is at the heart of consumerism (Mental Floss). We live in a world of conspicuous consumption, where the things we buy not only satisfy our needs, but also communicate our values, identities, and aspirations. In Cool, Steven Quartz and Anette Asp bring together groundbreaking findings in neuroscience, economics, and evolutionary biology to show how our concepts of “cool”—be it designer jeans, smartphones, or craft beer—help drive the global economy. Cool puts forth a provocative theory of consumerism based on our brain’s innate status-seeking and “social calculator”. The authors highlight the underlying processes that guide our often-unconscious decision making. They also pull back the curtain on “choice architects” who design store interiors, as well as “coolhunters” who scour Berlin and Tokyo for the latest trends. Quartz and Asp follow the evolution of “cool consumption” from the mid-twentieth century through the emergence of the Internet in the 1990s, finally unpacking the social motivations behind today’s hip, ethical consumption. Taking us from Norman Mailer to normcore, Cool is surprising at every turn, and will forever change the way you think about money, status, and your next purchase.