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Steve Quartz: the neuroscientist who studies what’s ‘cool’ and why

Dropped on:May 3, 2015
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ZooeyDuchanel

Click Here to Read: Steve Quartz: the neuroscientist who studies what’s ‘cool’ and why: We think of cool as ephemeral, a moving target. But a California neuroscientist and author of a new book on ‘neuromarketing’ says he’s got it down to a science by Paul Oswell on the Guardian Website on May 2, 2015.

For a time, Zooey Deschanel was the very definition of cool. A neuroscientist says he can show exactly how our brains react to that status.   Photograph: David Livingston/Getty Images

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