From Lagos to Cape Town, Santiago to Seoul, people want to be cool. “Cool” is a word we hear everywhere – in music, in fashion, on social media. We use it to describe certain types of people. But what ...

One of the most fascinating aspects of this study was seeing how consistent the meaning of coolness was across culturs –even in countries with very different traditions and values. From Lagos to Cape ...

But what exactly makes someone cool? Is it just about being popular or trendy? Or is there something deeper going on? In a recent study I conducted with other marketing professors, we set out to ...