Consumer behaviour and the quest for cool

Consumer behaviour and the quest for cool

Author: ABC Australia November 8, 2025 Duration: 28:45

According to consumer psychology, there's a recipe for being cool. And surprisingly, the ingredients are similar across a bunch of countries and cultures.

So today, we explore the concept of cool: what it says about our values and how it influences us. But be warned — if you try too hard to be cool, it might unravel your attempt before you even get there.

You can catch up on more episodes of the All in the Mind podcast with journalist and presenter Sana Qadar, exploring the psychology of topics like stress, memory, communication and relationships on the ABC Listen app (Australia) or wherever you get your podcasts.

Guest:

Caleb WarrenConsumer psychologistProfessor of MarketingUniversity of Arizona

Credits:

  • Presenter/producer: Sana Qadar
  • Senior producer: James Bullen
  • Producer: Rose Kerr
  • Sound engineer: Simon Branthwaite

More info:

Trying too hard or not hard enough: How effort shapes status

What Makes Things Cool? How Autonomy Influences Perceived Coolness

Cool People


Ever wondered what's really happening inside your head? Each week, All In The Mind from ABC Australia ventures into the complex landscape of human thought and feeling. This isn't just a dry science lecture; it's a thoughtful exploration of the experiences that shape us, hosted by curious minds who know how to tell a compelling story. You'll hear conversations that bridge the gap between scientific research and the messy reality of daily life, delving into topics as diverse as the mechanisms of memory, the challenges of breaking an addiction, or the ethical puzzles posed by artificial intelligence. The discussions are grounded and accessible, making the inner workings of the brain relevant to anyone interested in health, behaviour, or simply understanding themselves a little better. By tuning into this podcast, you join a community considering how our mental universe influences everything from our personal fitness to our social connections. It’s a weekly opportunity to pause and reflect on the fascinating forces-both biological and psychological-that drive what we do and who we are. The production brings together expert insights with genuine human stories, creating a space where complex ideas about the mind and behaviour are unpacked with clarity and depth.
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