Self-categorization Theory and Perception of Coolness. An explorative study among British Teenagers

Abstract

Brand coolness and “being cool” are two issues which potentially face companies marketing to teens and young consumers. In the current economic instability even teenagers have received a cut in their personal allowances and parent’s expenditures have become more restrained. Thus, being attractive for consumers by maintaining a “cool” image through a good positioning strategy is potentially one of the main aims of youth marketers in order to facilitate long term survival. The present study will offer a report from an exploratory research based on a series of semi structured interviews on teens’ perspectives on brand coolness. Results suggest that teens describe their ideal “cool” or “uncool” brands on the basis of different elements: while coolness is more related to specific product features, what it is uncool is instead associated to self and group categorization elements. This result is consistent also in other topics like advertising and music. A review of the theoretical underpinnings of coolness is also provided, moving from its historical origins to the latest developments.