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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