If you take a walk through the center of Madrid, you will come across a few stores cut by the same pattern and a few consumers who are very similar. You will stumble upon cupcake shops, retro-air cafes, little shops that sell very exclusive things (and that will lead the most cynical consumer to think about how they can survive in these confusing times) or restaurants that have a certain air in common. We put Madrid to give an example. The same happens if one enters Barcelona (although with a plus of organic stores) or in any other city of a certain size. All those things, all those stores and all those products are the paradigm of cool, of what is trending, of what is cool, and what, therefore, tries to seduce consumers.
But why do all these things seem cool to us, and why are consumers seduced by them in the pursuit of modernity? The truth is that the Portugal WhatsApp Number List consumption of these cool products has an explanation that goes far beyond a simple cultural influence. In reality, it is rooted in our own brain and in the desires of the subconscious, as Steven Quartz and Anette Asp, neuroscientist and neuromarketer, respectively, and university researchers, who have taken that question and have considered discovering what is behind it, have just shown. her. His answer is in the book Cool: How the Brain’s Hidden Quest for Cool Drives Our Economy and Shapes Our World.
Researchers have used neuroscience tools to arrive at their answer and have established how the brain reacts to cool. They have captured emotions in real time and have therefore established the indisputable response that consumers give to these products. And, if they are consumed, it is not so much because of the pressure of the brands but rather because of what they mean.
The main conclusion that the research allows to establish is that the consumption of all those cool things (cool, to use another colloquial word) is marked by the desires of our subconscious to find a certain social status. If we are looking for cool it is because these products allow us to show the world who we are. Or rather, what we want them to believe we are.
“Our brains have what is basically a social calculator, which keeps track of everything we think others think of us,” Steven Quartz explains in a comprehensive interview in The Atlantic. “We feel its results through social emotions like pride or shame,” he explains. The products we buy therefore become material for that calculator and cause us to change how we think others think of us. “We discovered that products are basically extensions of ourselves that reflect who we are,” he points out, “we use them as a link with others who share the same values.”
Consumption therefore has a social component and functions as a kind of connection and communication with others (and as Quartz explains, after all that is what explains why we have survived the passing of the centuries: only those who managed to being part of the group and having allies managed to survive). Buying cool things is, therefore, part of a human need: we need to be recognized and respected by others, so we buy the products that make us be seen that way. Cool is not necessarily expensive
Something that all those small and attractive little shops that have appeared in the cities have in common is that their products are that their prices are generally very high. Does this mean that what is modern, what is trendy, what is desirable must necessarily be expensive for our brain to accept it?
The truth is that the relationship between price and cool is not direct. The study makes it clear. A thing is not cool simply because it is expensive. The brain does not process this association in that way: what is expensive is not cool, what is cool for our brain and our subconscious is what has certain properties and has a certain social reach. Sometimes an expensive product may cover these features, but other times it may not. As experts recall, an Apple product is undeniably cool (and certainly not especially cheap) but a T-shirt from a thrift store is too (and that’s a lot cheaper).