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How the Brain's Hidden Quest for Cool Drives Our Economy and Shapes Our World

James Hayes

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Published in Cool: How The Brain S Hidden Quest For Cool Drives Our Economy And Shapes Our World

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What is cool? It's a question that has perplexed philosophers, artists, and scientists for centuries. But now, thanks to advances in neuroscience, we're finally beginning to understand the answer.

Cool: How the Brain’s Hidden Quest for Cool Drives Our Economy and Shapes Our World

by Anette Asp

4.2 out of 5

Language	:	English
File size	:	955 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	305 pages

Coolness, it turns out, is not simply a matter of taste. It's a complex psychological phenomenon that is driven by our brain's need for social connection and acceptance. When we see something cool, our brains release dopamine, a neurotransmitter that makes us feel good. This positive reinforcement encourages us to seek out more cool things, and to associate ourselves with people who are cool.

The quest for coolness has a profound impact on our economy, culture, and society. It drives us to buy the latest gadgets, clothes, and cars. It influences the music we listen to, the movies we watch, and the books we read. It even shapes our political views and our social behavior.

In his groundbreaking book, How the Brain's Hidden Quest for Cool Drives Our Economy and Shapes Our World, Dr. Jonah Berger explores the neuroscience of coolness and its far-reaching consequences. He shows how coolness is used to sell everything from sneakers to smartphones, and how it can be harnessed to create more innovative products, services, and experiences.

Dr. Berger also discusses the dark side of coolness. He shows how the quest for coolness can lead to conformity, groupthink, and even violence. He argues that we need to be aware of the power of coolness and use it wisely.

How the Brain's Hidden Quest for Cool Drives Our Economy and Shapes Our World is a fascinating and thought-provoking book that will change the way you think about coolness. It is a must-read for anyone who wants to understand the forces that shape our world.

Praise for How the Brain's Hidden Quest for Cool Drives Our Economy and Shapes Our World

"A brilliant and original exploration of the neuroscience of coolness. Dr. Berger shows how coolness is a powerful force that drives our economy, culture, and society. This book is a must-read for anyone who wants to understand the world around them." - Malcolm Gladwell, author of The Tipping Point

"Fascinating and thought-provoking. Dr. Berger provides a unique and insightful look at the role of coolness in our lives. This book will change the way you think about coolness." - Susan Cain, author of Quiet

"A groundbreaking book that will revolutionize the way we think about marketing, innovation, and social behavior. Dr. Berger's research is cutting-edge and his insights are profound. This book is a game-changer." - Seth Godin, author of Purple Cow

About the Author

Dr. Jonah Berger is a professor of marketing at the Wharton School of the University of Pennsylvania. He is a world-renowned expert on social influence and word-of-mouth marketing. His research has been published in leading academic journals and has been featured in major media outlets such as The New York Times, The Wall Street Journal, and The Economist.

Cool: How the Brain’s Hidden Quest for Cool Drives Our Economy and Shapes Our World

by Anette Asp

4.2 out of 5