Cool Argument Analysis

Introduction

One suggested origin of the term “cool” comes from Black culture in the United States. The term was introduced in 1920 by Lester Young, a Black saxophone player who died in 1959 due to alcohol abuse and malnutrition (Bird and Tapp, 2008). Black culture felt that they could face racism by consuming drugs, drinking alcohol, and using slang (Shapiro, 2009). From its origin “cool” refers to “rebellious” and “illicit”. Any individual that consumes drugs and alcohol, and has a taste for jazz and sex, would be considered a cool person during the 1920s. Today, “cool” is used to refer to something stylish, innovative, original, authentic, desirable, and unique (Bird and Tapp, 2008). The term is commonly used in marketing to reach not only young targets but also adult targets. The term “cool” is broadly used among different cultures, age groups, socio-economic classes, and geographic territories that represent a tribal identity, and marketers are trying to reach these tribes (Cova, Kozinets and Shankar, 2007).

The question this paper is trying to address is whether consumers engage in sustainable practices because they are motivated by environmental concerns or because they think that they would be

“cool” can be used to identify something desirable, up-to date, or suitable. The word can be used to define something stylish, innovative, original, authentic, desirable, or unique as well (Bird and Tapp, 2008). The term “cool” is used in marketing to catch the attention of the young population. Moreover, “cool” or “coolness” implies a belonging to a certain group (Runyan, Noh and Mosier, 2013). For example, in 2000, Timberland boots were very popular among hip-hop and urban culture, and young people during that time would likely have referred to the boots as “cool” (Runyan, Noh and Mosier,