Are You Cool? You're Probably Not, If You're Reading This!
Do you want to be cool ? If you're reading this, you're probably not! Newswise.com says c oolness, by its nature, is ephemeral, elusive and ever-evolving. In the marketplace, coolness excites consumers, steers purchase behaviors and dictates trends. Coolness is something wanted by most and valued by consumers and marketers alike, but understood by few. But a new study says that coolness is a merger of autonomy, authenticity, attitude, and a fourth trait, association, which is helpful but not essential, according to the web site. In the study, autonomy referred to lack of conformity, unconventionality, rebellion, individuality and independence. In other words, people or brands high in autonomy are those who do their own thing, which often goes against the expectations of others. It's important to note that a “cool” product does not necessarily mean a “good” product, and having a cool product, or marketing a product as it will not work for every product categ...