The Echoes of the Mind (33-1) Cool


Coolness stems from appropriate autonomy. ~ American marketing academics Caleb Warren & Margaret Campbell

Subjective affinity to a somewhat unusual object casts it as cool. Coolness then needs confirmation among one’s social clique or the commodity quickly sheds its appeal. Fashion exemplifies the coursing of cool through culture.

An item becomes cool by adhering to convention in essentials but making a departure from the norm in distinct but incidental ways that are positively perceived.

Consumers use cool brands as a means for pursuing symbolic goals, such as signaling a desired identity trait. ~ Caleb Warren & Margaret Campbell

The irony of cool is that an item acquires its cool by a consumer seeking autonomy, yet it requires affirmation by an audience.

Bounded autonomy is cooler than extreme autonomy. ~ Caleb Warren & Margaret Campbell