1 theories
1.1 positive trait
1.2 social distinction
1.3 elusive essence
1.4 marketing device
theories
as positive trait
according theory, coolness subjective, dynamic, socially-constructed trait, such coolness in eye of beholder. people perceive things (e.g., other people, products or brands) cool based on inference of “autonomy”. is, perceived cool when follows own motivations. however, theory proposes level of autonomy leads coolness constrained - inappropriate levels of autonomy, such autonomy high or opposes legitimate norm, not lead perceptions of coolness. level of autonomy considered appropriate influenced individual difference variables. example, people think of societal institutions , authority unjust or repressive perceive coolness @ higher levels of autonomy less critical of social norms , authority.
as social distinction
according theory, cool 0 sum game, in cool exists in comparison things considered less cool; example, in book rebel sell, cool created out of need status , distinction. creates situation analogous arms race, in cool perpetuated collective action problem in society.
as elusive essence
according theory, cool real, unknowable property. cool, , property exists, can sought after. in new yorker article, coolhunt , cool given 3 characteristics:
act of discovering s cool causes cool move on
cool cannot manufactured, observed
[cool] can observed cool .
as marketing device
according theory, cool can exploited manufactured , empty idea imposed on culture @ large through top-down process merchants of cool . artificial cycle of cooling , uncooling creates false needs in consumers, , stimulates economy. cool has become central ideology of consumer capitalism . supporters of theory avoid pursuit of cool.
the concept of cool used in way market menthol cigarettes african americans in 1960s. in 2004 on 70% of african american smokers preferred menthol cigarettes, compared 30% of white smokers. unique social phenomenon principally occasioned tobacco industry s manipulation of burgeoning black, urban, segregated, consumer market in cities @ time. according fast company large companies have started outsourcing cool. paying other smaller, more-limber, closer-to-the-ground outsider companies them keep customers rapidly changing tastes , demands.
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