Steven Quartz: The Brain’s Hidden Quest for “Cool”

Steven Quartz is the author of the new book, Cool: How the Brain’s Hidden Quest for Cool Drives Our Economy and Shapes Our World. By bringing together the latest findings in brain science, economics, and evolutionary biology to form a provocative theory of consumerism, Steven explains how the brain’s “social calculator” and an instinct to rebel are the crucial missing links in understanding the motivations behind our spending habits.

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