What Makes Things Cool? How Autonomy Influences Perceptions of Coolness

Caleb Warren, University of Colorado, USA
Margaret C. Campbell, University of Colorado, USA
We propose that the extent of autonomy from mainstream society influences the extent to which people and brands are considered cool. In three experiments we illustrate how the amount of autonomy considered cool differs across consumers and explore when consumers will be more likely to prefer cool brands.
[ to cite ]:
Caleb Warren and Margaret C. Campbell (2011) ,"What Makes Things Cool? How Autonomy Influences Perceptions of Coolness", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.