Social marketing and the meaning of cool
Tapp, A. and Bird, S. (2008) Social marketing and the meaning of cool. Social Marketing Quarterly, 14 (1). pp. 18-29. ISSN 1524-5004
Publisher's URL: http://dx.doi.org/10.1080/15245000801898399
Commercial marketers have long understood the value of cool in designing and selling their products, and invest heavily in keeping in touch with the latest trends amongst their consumers. In this article, we contend that social marketers could use ‘cool’ to achieve goals of behavioural change, especially with teenagers. We trace the history of cool through to its current role in consumption, before exploring how commercial marketers keep track of cool trends. With a focus upon teenagers, typically cool consumers but also those most likely to embrace risky behaviours, we consider the potential and pitfalls of using cool for social marketing. We conclude with a practical discussion of how to use cool, and how to stay in touch with cool consumers, in a social marketing context.
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