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How Consumers Become “Cool”: Distinction-Seeking vs. Trend-Following – Evidence From the Arab World

How Consumers Become “Cool”: Distinction-Seeking vs. Trend-Following – Evidence From the Arab World

Kaleel Rahman
Copyright: © 2018 |Pages: 12
ISBN13: 9781522527275|ISBN10: 1522527273|EISBN13: 9781522527282
DOI: 10.4018/978-1-5225-2727-5.ch008
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MLA

Rahman, Kaleel. "How Consumers Become “Cool”: Distinction-Seeking vs. Trend-Following – Evidence From the Arab World." Global Observations of the Influence of Culture on Consumer Buying Behavior, edited by Sarmistha Sarma, IGI Global, 2018, pp. 124-135. https://doi.org/10.4018/978-1-5225-2727-5.ch008

APA

Rahman, K. (2018). How Consumers Become “Cool”: Distinction-Seeking vs. Trend-Following – Evidence From the Arab World. In S. Sarma (Ed.), Global Observations of the Influence of Culture on Consumer Buying Behavior (pp. 124-135). IGI Global. https://doi.org/10.4018/978-1-5225-2727-5.ch008

Chicago

Rahman, Kaleel. "How Consumers Become “Cool”: Distinction-Seeking vs. Trend-Following – Evidence From the Arab World." In Global Observations of the Influence of Culture on Consumer Buying Behavior, edited by Sarmistha Sarma, 124-135. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-2727-5.ch008

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Abstract

In this research, the author attempts to understand the vernacular meaning of cool. The author explores whether individuals depict “coolness” by going their own way or following the trend, and whether their depiction is communicated through the inner or outer qualities of coolness. The research design involves a qualitative projective technique using collages generated by 38 individuals in a global consumer culture - Dubai. Collages were analysed and themes were identified in relation to the research question. Although prior research showed that cool is more a matter of going one's own way rather than following the trend (Warren & Campbell, 2011), this research shows that it involves both. Cool is a constant negotiation between fitting in and following the trend versus going one's own way. Despite widespread use, academic understanding of coolness is its infancy. This research contributes the body of knowledge in understanding the meaning of cool.

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