Why 'cool' is still cool today

New York

JONAH Berger, an associate professor of marketing at the Wharton School of the University of Pennsylvania, is the author of Contagious: Why Things Catch On. The word "cool" has been cool for a long time. Originally associated with temperature, by the 16th century the term had evolved to describe not just the atmosphere, but also an internal state of calm, almost icy composure. And by the late 1800s, it began to signify style and hipness and some of the other meanings with which it is associated...

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