The Science Behind Our 'Quest for Cool'
The Brian Lehrer Show | Apr 23, 2015
Coauthors Steven Quartz, professor of philosophy and cognitive science and principal investigator at the Social Cognitive Neuroscience Lab at the California Institute of Technology, and Anette Asp, political scientist and neuromarketing expert, talk about their new book Cool: How the Brain's Hidden Quest for Cool Drives our Economy and Shapes Our World (Farrar, Strauss and Giroux; 2015) and explain how judging the relative coolness or uncoolness in something can be linked to prehistoric hierarchical social structures.
"Our brain has this deep need to pursue status. What’s most important for us is to be valued." -@StevenQuartz on evolution of "cool"
— Brian Lehrer Show (@BrianLehrer) April 23, 2015
