Cool: How the Brain's Hidden Quest for Cool Drives Our Economy and Shapes Our World

"This engrossing history merges evolutionary biology and economics to explain our spending habits" and show how coolness is at the heart of consumerism (Mental Floss).

We live in a world of conspicuous consumption, where the things we buy not only satisfy our needs, but also communicate our values, identities, and aspirations. In Cool, Steven Quartz and Anette Asp bring together groundbreaking findings in neuroscience, economics, and evolutionary biology to show how our concepts of "cool"—b...