How consumers become "cool": Distinction-seeking vs. trend-following - Evidence from the Arab world

In this research, the author attempts to understand the vernacular meaning of cool. The author explores whether individuals depict "coolness" by going their own way or following the trend, and whether their depiction is communicated through the inner or outer qualities of coolness. The research design involves a qualitative projective technique using collages generated by 38 individuals in a global consumer culture - Dubai. Collages were analysed and themes were identified in relation to the research question. Although prior research showed that cool is more a matter of going one's own way rather than following the trend (Warren & Campbell, 2011), this research shows that it involves both. Cool is a constant negotiation between fitting in and following the trend versus going one's own way. Despite widespread use, academic understanding of coolness is its infancy. This research contributes the body of knowledge in understanding the meaning of cool.