Psychology of Cool: Meaning and Marketing

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Authors

  • Harsh V. Verma
     ,IN

Keywords:

Marketing, Brand

Abstract

The word ‘cool' has entered in the currency of language, especially that of young people. The term enjoys a distinct and well defined meaning in dictionary. In denotative sense it is related to the degree of temperature of a liquid or object or a body. It implies a state when something is ‘neither warm nor very cold or is moderately cold' 2. Often ‘cool' is also used in contexts other than relating to temperature, when it signifies character of a person, place or brand. Anything that is considered to be cool enjoys attraction and hence enjoys customer following. However, a perception of ‘un-cool' has a value robbing effect from a product, place or phenomenon. If being cool can possibly give competitive edge in terms of customer desirability and following, it assumes significance from marketing perspective.

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Published

2018-05-17

How to Cite

Verma, H. V. (2018). Psychology of Cool: Meaning and Marketing. Journal of Business Thought, 4, 6–16. Retrieved from http://informaticsjournals.com/index.php/jbt/article/view/21233

Issue

Volume 4 April 2013 - March 2014

Section

Articles

License

All the articles published in JBT are distributed under a creative commons license. The journal allows the author(s) to hold the copyright of their work (all usages allowed except for commercial purpose).
Received 2018-05-17
Accepted 2018-05-17
Published 2018-05-17

 

References

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