Why we crave what’s cool

Aired: 9/10/2015 | 0:08:10 | Clip
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.

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