Why we crave what’s cool Neuroeconomics

What does it mean to be cool? It’s a means of standing out, as well as a way of fitting in. In studying the brain, economists have found that when we consume products from status brands, it actually gives us a way to create social networks, friendships, alliances. Economics correspondent Paul Solman reports.

Source: Why we crave what’s cool

the study of neuroeconomics, how the brain makes economic decisions — the key brain structure that distinguishes us from fellow primates, the medial prefrontal cortex.