"Despite assertions that coolness sells products, little is known about what leads consumers to perceive brands as cool." ~ Caleb Warren and Margaret C. Campbell, "What Makes Things Cool? How Autonomy Influences Perceived Coolness," forthcoming in the Journal of Consumer Research.
A brief summary and analysis of the study's findings:
Although researchers do not agree on a specific definition of coolness (Dar-Nimrod et al. 2012; Kerner and Pressman 2007), a canvas of the literature reveals agreement on four defining properties. One, coolness is socially constructed. Cool is not an inherent feature of an object or person but is a perception or an attribution bestowed by an audience (Belk, Tian, [...]