What Makes Things Cool? How Autonomy Influences Perceived Coolness

@article{Warren2014WhatMT,
  title={What Makes Things Cool? How Autonomy Influences Perceived Coolness},
  author={Caleb Warren and Margaret C. Campbell},
  journal={Journal of Consumer Research},
  year={2014},
  volume={41},
  pages={543-563}
}
Despite assertions that coolness sells products, little is known about what leads consumers to perceive brands as cool. This research uses an experimental approach to examine the empirical relationship between consumers’ inferences of autonomy and perceived coolness. Six studies find that behaviors expressing autonomy increase perceived coolness, but only when the autonomy seems appropriate. Autonomy seems appropriate, and hence increases perceptions of coolness, when a behavior diverges from a… Expand

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