Click Here to Read: Steve Quartz: the neuroscientist who studies what’s ‘cool’ and why: 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 by Paul Oswell on the Guardian Website on May 2, 2015.
For a time, Zooey Deschanel was the very definition of cool. A neuroscientist says he can show exactly how our brains react to that status. Photograph: David Livingston/Getty Images