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

conference contribution
posted on 2023-05-24, 15:14 authored by Rahman, K, Gaurangi LaudGaurangi Laud
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.

History

Publication title

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

Editors

C Campbell and J Ma

Pagination

710

ISBN

978-3-319-24182-1

Department/School

TSBE

Publisher

Springer, Cham

Place of publication

Switzerland

Event title

2013 World Marketing Congress

Event Venue

Melbourne, Australia

Date of Event (Start Date)

2017-07-17

Date of Event (End Date)

2017-07-20

Repository Status

  • Restricted

Socio-economic Objectives

Property, business support services and trade not elsewhere classified

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