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Cool: How the Brain’s Hidden Quest for Cool Drives Our Economy and Shapes Our World
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ISBN: 0374129185
Author: Steven Quartz
"Neuroscientist and philosopher Steven Quartz and political scientist Anette Asp bring together the latest findings in brain science, economics, and evolutionary biology to form a ... 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 ... insights, they show how we use products to advertise ourselves to others in an often unconscious pursuit of social esteem"--
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Cool: How the Brain’s Hidden Quest for Cool Drives Our Economy and Shapes Our World