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Why consumers seek ‘coolness’: Understanding the vernacular meaning of cool


Rahman, K and Laud, G, Why consumers seek coolness': Understanding the vernacular meaning of cool, Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 17-20 July 2017, Melbourne, Australia, pp. 710. ISBN 978-3-319-24182-1 (2013) [Conference Extract]

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DOI: doi:10.1007/978-3-319-24184-5_170


The charm of coolness is seemingly enhanced by the mysteriousness of what cool actually means. Figuring out how to be "cool" is arguably an important phenomenon amongst many modern cultures today. Consumers identify their coolness by seeking products and brands that provide them with cool status (Belk et al, 2010). While researchers have identified this cultural shift having a significant impact on how consumers are buying products, an in-depth understanding of its origin and meaning of this vernacular usage for the relevant consumer research is limited. As such, the purpose of this research is to understand consumers’ ‘cool seeking’ behavior by exploring its possible determinants using a stepwise regression analysis. Drawing evidence from the Arab world our findings indicate that although the primary need for uniqueness drives cool identity, status concern is the most dominant predictor of cool-brand consciousness. We also demonstrate that in the Arab world cool is influenced by West, but not related to income, religion or gender.

Item Details

Item Type:Conference Extract
Keywords:coolness, consumers, Arab World
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing theory
Objective Division:Commercial Services and Tourism
Objective Group:Property, business support services and trade
Objective Field:Property, business support services and trade not elsewhere classified
UTAS Author:Laud, G (Dr Gauri Laud)
ID Code:110940
Year Published:2013
Deposited By:TSBE
Deposited On:2016-08-23
Last Modified:2017-08-08

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