Psychology

n., pl., -gies.

1. The science that deals with mental processes and behavior.
2. The emotional and behavioral characteristics of an individual, group, or activity: the psychology of war.
3. Subtle tactical action or argument used to manipulate or influence another: He used poor psychology on his employer when trying to make the point.
4. Philosophy. The branch of metaphysics that studies the soul, the mind, and the relationship of life and mind to the functions of the body.

Cool

1. Slang.
   1. Excellent; first-rate: has a cool sports car; had a cool time at the party.
   2. Acceptable; satisfactory: It’s cool if you don’t want to talk about it.

I can’t tell you what ‘cool’ is.  Cool is going to be different for each group and subculture.  What makes something cool though is that it’s something that the “mainstream” is doing yet.

Did you know that there are coolhunters?  They take what’s cool and exploit it so that corporate America can make money off of it.

The Early Adopters though are those that are cool.  They get the gadget before everyone.  They are a part of the latest social network.  They are cool – then when you can buy it at the Gap – it’s no longer cool.  The psychology of cool is that no one can tell you what is, but it can be exploited.

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