Why does our brain perceive some products as cool and others not?

It is difficult to translate the term cool from English, although in reality we all know what it is and what it means. It is that . The cool is the cutting edge of fashion, the cutting edge, the cool . Cool people are those people it, another of those terms in the world of fashion that have ended up becoming popular, which knows what is trend. All these terms and all this behavior could seem simply irrelevant issues closely linked to the world of fashion, but they are, in reality, powerful engines of consumption, very dynamic engines that are always changing and that modify what you wear, what you buy and what is rejected. At the end of the day, cool is what makes you pay more money for a product Albania Mobile Database, that you fervently want a certain thing and not another and what can make a brand experience a moment of great take-off or sink irremediably when it loses his throne. What exactly is cool and how is it created in the consumer’s mind?

What do brands that want to take advantage of it need to know? In a comprehensive article, Quartz discusses how the idea of ​​cool is created and how the concepts of what is acceptable and aspirational and what is not are established. Cool is a kind of seal of approval, which marks that the best is being done, and it is also something that is constantly in flux, an element of a rather fleeting and limited life with an expiration date. Las cosas no son deseables y maravillosas de forma eterna y lo cool llega siempre un momento en el que desaparece, muta y cambia. El ejemplo que ponen en el análisis es la perfecta muestra de cómo cambian las cosas.

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A finales de los 90, los pantalones de campana vivieron un revival y recuperaron su posición como la máxima tendencia, tras años de ser una especie de recuerdo setentero. Durante unos diez años, los pantalones acampanados fueron ubicuos, el máximo ejemplo de la moda, pero tal como aparecieron desaparecieron, condenados por pasados de moda y dejando espacio a los pantalones pintillo, cuando más ajustados mejor. Cool doesn’t last forever and brands have to be fully aware of it. What is it that makes the trend disappear? The issue is also closely linked to consumption.

As what is ‘the most’ becomes popular and becomes the dominant trend, things change axes and a new element that is cool is sought. When everyone has something or uses something, that something is no longer attractive Brother Cell Phone List. In fact, right now, when straight and skinny pants are the dominant ones in consumption, they have already begun to stop being so on the catwalk, returning to slack legs. The neuroscience of cool Although what is cool and what is not very marked by what happens around and by what influencers command, it is not the only thing that must be taken into account to understand how these consumption engines are created.

True, that a product is associated with a fashionable character or that an influencer (and now, with the era of social networks, they are much easier to find) embrace a trend does a lot to promote it. However, not everything comes from outside. The human brain also processes what is cool and what is not cool differently. This was demonstrated by a study by the California Institute of Technology, which measured the brain’s response to cool things and not cool things. During the viewing of each of these elements, the areas of the brain that turned on were those that were linked to social emotions.

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That is, these elements made the study participants feel pride, shame or similar emotions. This means that cool and uncool things are closely linked to brain circuits that generate feelings of disgust and reward, which makes the cool element can be explained from another point of view. The way in which cool is perceived is closely linked to the way in which one’s position within society is perceived. What does this mean? The cooler something is, the higher our self-esteem. The brain perceives that our social position is improving. And that is a very powerful value when presenting a product, since it makes its value very marked by a very powerful intangible that consumers will always want.