We think of cool as ephemeral, a moving target. But a California neuroscientist and author of a new book on “neuromarketing” says he’s got it down to a science“Cool” is a bit of a moving target. Sixty years ago it was James Dean, nonchalantly smoking a cigarette as he sat on a motorbike, glaring down 1950s conformity with brooding disapproval.

 

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