Download or read book Cool written by Steven Quartz and published by Macmillan. This book was released on 2015-04-14 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: A philosopher/neuroscientist and a political scientist present their intriguing theory of consumerism, discussing how the human brain's decision-making instincts that date back to primitive times, coupled with an unconscious need for social esteem ultimately drive spending habits.