The science of cool
from Fast Company
Behavioral scientists have spilled quite a bit of empirical ink on what makes something cool. They've basically whittled the phenomenon down to four main traits. First, cool is a social perception, not an inherent quality. So, the Pabst Brewing Company (PBR) has always been PBR, but it wasn't cool until Portland hipsters embraced it. Second, coolness is relative.
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