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COOL how the brains hidden quest for cool drives our economy ad shapes our world
Price: 39.90 GEL
Author: Steven Quartz
Language: English
ISBN: 9780374535933
Pages: 290
Weight: 0.500 kg
Status: In Stock

The clothes we wear, the cars we drive and the food we eat lead double lives: They don’t merely satisfy our needs: they also communicate our values, identities and aspirations. Why do material goods inspire such devotion? In COOL, Steven quartz and Anette Asp bring together groundbreaking findings in neuroscience, economics, and evolutionary biology to present a new understanding of why we consume and how our concepts of what is “cool” – be it designer jeans, smartphones, or craft beer-help drive or craft beer-help drive the global economy.. In-depth studies of the brain, they put forth a provocative theory of “coolness” and argue that we should embrace, rather than deny, power of consumerism. COOL will change the way we think about money, status, desire, happiness and choice.

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