Photo: Courtesy of Warner Bros.Coolness. What is it? Where do you get it? How do you hold it in your arms and not let it go? These questions have defied us and our parents and our parents' parents, but if science has its way, our children will grow up in a world where coolness is not mystery but a defined, knowable, and replicable thing. A new paper from the Journal of Consumer Research has distilled coolness down to this definition: "A subjective, positive trait perceived in people, brands, pro...
Photo: Courtesy of Warner Bros.Coolness. What is it? Where do you get it? How do you hold it in your arms and not let it go? These questions have defied us and our parents and our parents' parents, but if science has its way, our children will grow up in a world where coolness is not mystery but a defined, knowable, and replicable thing. A new paper from the Journal of Consumer Research has distilled coolness down to this definition: "A subjective, positive trait perceived in people, brands, pro...
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