October 13, 2006
A Finger on the Pulse of Cool
Finding out what young adults consider cool is the key to success for advertisers and marketers. College students alone spend billions each year on electronics, entertainment, fashion, and food. So when companies like Nike, Coca-Cola, and Microsoft want to figure out how best to appeal to young consumers, they track down Carl Rohde.
Mr. Rohde, who teaches cultural sociology at the University of Utrecht, in the Netherlands, insists he is "not cool at all." But thanks to his work at the
This is an article for subscribers only. You may access this article by purchasing a:
Digital or Print Subscription
Web Pass
Already have an account? Log In Now.
-
Notes From Academe
-
The Chronicle Review
-
Administration
