Cool: How The Brain's Hidden Quest

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We live in a world of conspicuous consumption, where the clothes we wear, the cars we drive, and the food we eat lead double lives: they don't merely satisfy our needs; they also communicate our values, identities, and aspirations. In Beverly Hills, tourists flock to the famous Rodeo Drive-not to shop, but simply to take photographs of themselves in front of luxury stores. And for one week in August, hundreds of thousands of HarleyDavidson fans from all over the world descend on the remote town of Sturgis, South Dakota, and engulf the otherwise sleepy hamlet in the deafening roar of motorcycle engines. Why do brands inspire such devotion?

Taking us from Norman Mailer to normcore, Cool is surprising at every turn, and will forever change the way you think about money, status, desire, happiness, and choice.

Cool: How The Brain's Hidden Quest

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