Correlates of Cool Identity: Humor, Need For Uniqueness, Materialism, Status Concern and Brand Consciousness

Kaleel Rahman, American University in Dubai, United Arab Emirates
Helene Cherrier, American University in Dubai, United Arab Emirates
Despite some advances in understanding the meaning and origin of the slang word “cool”, literature uncovering the meaning of coolness is still in its infancy in consumer research. Yet, cool has attracted the attention of many marketing practitioners. In this paper, we examine the meaning of coolness using possible consumer behavior constructs associated to the term. We propose that humor, three subscales of need for uniqueness, materialism, status concern and brand consciousness are positively related to cool identity. Our preliminary correlation analysis supports all our propositions.
[ to cite ]:
Kaleel Rahman and Helene Cherrier (2010) ,"Correlates of Cool Identity: Humor, Need For Uniqueness, Materialism, Status Concern and Brand Consciousness", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 886-888 .