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Cool: How the Brain's Hidden Quest for Cool Drives Our Economy and Shapes Our World, by Steven Quartz, Anette Asp
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A bold argument that our "quest for cool" shapes modern culture and the global economy. Like it or not, we live in an age of conspicuous consumption. In a world of brand names, many of us judge ourselves and others by the products we own. Teenagers broadcast their brand allegiances over social media. Tourists flock to Rodeo Drive to have their pictures taken in front of luxury stores. Soccer moms switch from minivans to SUVs to hybrids while hip beer connoisseurs flaunt their knack for distinguishing a Kölsch from a pilsner. How did this pervasive desire for "cool" emerge, and why is it so powerful today that it is a prime driver of the global economy? In Cool, the neuroscientist and philosopher Steven Quartz and the political scientist Anette Asp bring together the latest findings in brain science, economics, and evolutionary biology to form a provocative theory of consumerism, revealing how the brain's "social calculator" and an instinct to rebel are the crucial missing links in understanding the motivations behind our spending habits. Applying their theory to everything from grocery shopping to the near-religious devotion of Harley-Davidson fans, Quartz and Asp explore how the brain's ancient decision-making machinery guides consumer choice. Using these revolutionary insights, they show how we use products to advertise ourselves to others in an often unconscious pursuit of social esteem. Surprising at every turn, Cool will change the way you think about money, status, desire, and choice.
- Sales Rank: #22908 in Audible
- Published on: 2015-08-18
- Released on: 2015-08-18
- Format: Unabridged
- Original language: English
- Running time: 600 minutes
Most helpful customer reviews
10 of 11 people found the following review helpful.
Two books
By C. P. Anderson
This is really two books. The first part does set up the second, but it’s so much more well done that it could very well have stood on its own.
So, what’s the first part cover? It’s pretty wide-ranging. There’s brain science, neuro-economics, evolutionary psychology and biology … And all of it explains, bit by bit, why people consume. The overall idea is that consumption is, not only status signaling, but also signaling that one is in a particular group.
That last part is particularly important, as it brings in the idea of the rebel impulse. The authors see this as an example of evolutionary divergence. In other words, evolution is not all about the survival of the fittest. Sometimes, organisms evolve, not to outcompete other organisms, but to find their own niche (e.g., Darwin’s many finches and their widely divergent beaks).
The second part? It pretty much abandons all that and takes a much more historical focus. It basically starts with the Beats as examples of the rebel impulse, moves through the ‘60s, and ends up with Millennials. In fact, the last section of the book is basically cheerleading for the Millenial generation.
If the book had stopped about two-thirds of the way through, I would definitely have given it 5 stars. As is, though, this weird combination of themes will have to garner a 4.
9 of 10 people found the following review helpful.
Never seems to get to the point
By Bookishfellow
If you read this book (and I don't recommend it), do yourself a favor and skip to the last two chapters. That's where the authors finally discuss in any depth the notion of how that intangible quality of coolness drives economic choices. Even then, it's not particularly clear what their driving at. Suspicious of classical, rationalist economics, I enjoy the insights of behavioral economists. Rather than telling us how people ought to make economic choices, they focus on how we actually do, pointing out how irrational and unconscious forces often guide our decision making far more than most are comfortable admitting. But this book, steeped in evolutionary biology and the study of chimpanzee society, seems to posit that we don't really have any choices at all. We are prisoners of biologically predestined patterns of behavior that it's senseless to fight against; it's just hard coded into our DNA. So, skip all that and jump to the last two chapters that explore the rise of cool, primarily focusing on the Beats, Norman Mailer, and James Dean. Their influence on culture, and the rise of rebel cool and the subsequent commodification of cool is far more interesting. I would also recommend the Frontline episode The Merchants of Cool.
5 of 6 people found the following review helpful.
An Intriguing Examination of Our Propensity for Conspicuous Consumption
By Alan L. Chase
Earlier this summer, a young friend of mine, who was working at the Wall Street Journal, gave me a copy of "Cool." I was intrigued by the subtitle: "How The Brian's Hidden Quest for Cool Drives Our Economy and Shapes Our World." Authors Steven Quartz and Anette Asp draw from deep wells of research and analysis to make the case that our propensity for conspicuous consumption is not just a response to aggressive marketing and advertising, but has evolved over many centuries of human development. The authors draws from disciplines as varied as economics, psychology, anthropology, sociology and cognitive neuroscience.
I was skeptical about the premise of the book, but the research is so thoroughly annotated and analyzed that I was compelled to think differently about the impulses that drive us to spend our money in ways that do not always make rational sense. The implications of the findings of this book apply equally well to the realms of marketing, advertising, retailing and e-commerce.
If you would like to understand why you often find yourself compelled to purchase goods because they will make you feel and look "cool," then this book is for you. It is chock full of examples of how we as consumers have evolved to the point where we often purchase items for reasons that go far beyond their practical utility. This book is a welcome additional to the growing field of behavioral economics.
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