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.
Citation:
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.
Authors
MKTG555 Students, Waikato Management School, New Zealand
Carolyn L. Costley, Waikato Management School, New Zealand
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
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