Cool examines the hidden forces that make products and trends desirable. Combining neuroscience, economics and cultural history, it argues that status-seeking and an instinct to rebel shape many everyday purchasing decisions, from denim icons to viral music moments.

The authors trace the rise of "cool consumption" in the twentieth century and its transformation in the internet era. They show how marketers, store designers and trend scouts influence choice, and how our brains balance routine buying with impulsive, identity-driven selections.

For readers of marketing, branding, cultural studies or cognitive science, the book offers a clear framework for understanding why some ideas stick and others fade—and how social motives steer market outcomes.

• Neuroscience of status and desire
• History of consumer trends
• Marketing, branding and trend-spotting
• Impact of the internet and subcultures

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