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.
Quartz is the director of the Social Cognitive Neuroscience Laboratory at the California Institute of Technology. So when asked to describe what the lab does, he did not deliver a “cool” answer, but rather a precise one: it is, he said, “concerned with all the dimensions of decision making, from simple gambles and risk assessment right up to very complex reasoning and the nature of moral behaviour”.
He wrote the book with his colleague Anette Asp, with whom he has long done research on “neuroeconomics” and “neuromarketing”. Those fields use imaging techniques to look at the ways our brains process the emotions and responses we have to brands and products. The results, as Quartz and Asp posit in the book, reflect primal instincts we have around ideas of status. Their technique gives results that are much more accurate about what the kids are into, these days, than traditional marketing focus groups have ever been able to give us.