“…Just like popularity or status, coolness is a socially constructed trait (Hollander, 1958). Coolness is attributed to something that an individual perceives as special (Devin and Austin, 2012) and considers to be unique (Belk et al, 2010). Even though there is no consensus on a definition of coolness, for this study we define it as follows: "Coolness is a subjective and dynamic, socially constructed positive trait attributed to cultural objects (people, brands, products, trends, etc.)"…”