Consumer behaviour and the quest for cool

According to consumer psychology, there's a recipe for being cool. And surprisingly, the ingredients are similar across a bunch of countries and cultures.

So today, we explore the concept of cool: what it says about our values and how it influences us. But be warned — if you try too hard to be cool, it might unravel your attempt before you even get there.

You can catch up on more episodes of the All in the Mind podcast with journalist and presenter Sana Qadar, exploring the psychology of topics like stress, memory, communication and relationships on the ABC Listen app (Australia) or wherever you get your podcasts.

Guest:

Caleb WarrenConsumer psychologistProfessor of MarketingUniversity of Arizona

Credits:

• Presenter/producer: Sana Qadar
• Senior producer: James Bullen
• Producer: Rose Kerr
• Sound engineer: Simon Branthwaite

More info:

Trying too hard or not hard enough: How effort shapes status

What Makes Things Cool? How Autonomy Influences Perceived Coolness

Cool People