Add Yahoo as a preferred source to see more of our stories on Google. From Lagos to Cape Town, Santiago to Seoul, people want to be cool. “Cool” is a word we hear everywhere – in music, in fashion, on ...

But what exactly makes someone cool? Is it just about being popular or trendy? Or is there something deeper going on? In a recent study I conducted with other marketing professors, we set out to ...

From Lagos to Cape Town, Santiago to Seoul, people want to be cool. “Cool” is a word we hear everywhere — in music, in fashion, on social media. We use it to describe certain types of people. But what ...