A Consumer Perspective on Cool

Cool. This ubiquitous concept of popular culture motivates consumers and marketers and characterises social identity. Like its West African ancestry, contemporary cool is a state of being. It combines individuality and uniformity. Things are cool only by association with cool people.


MKTG555 Students and Carolyn L. Costley (2012) ,"A Consumer Perspective on Cool", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 255-259.


MKTG555 Students, Waikato Management School, New Zealand
Carolyn L. Costley, Waikato Management School, New Zealand


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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