Quartz: The brain processes cool in terms of its impact on our social identity. Cool is more about the social life of products than their functional properties. It can fetch a premium (Apple is a good example), but it doesn’t have to be expensive—finding a retro shirt in a thrift shop can also be cool. Specifically, we found that it impacts a part of the brain known as the medial prefrontal cortex. This is where our social identity and our social calculator is located. Read more: http://www.theatlantic.com/business/archive/2015/04/how-capitalism-created-cool/390429/#ixzz3Xr3eq6bE













