Consumerism, the desire to look “cool” compared to others—is this a vice of modern society or a reflection of the inherent properties of human nature? The authors of this book conducted a global study, summarized the latest data in the field of neuroscience, economics, evolutionary biology and found out why we are simply doomed buy and why we strive to look better than the rest. According to the authors, it is impossible to remain outside of this world of goods, symbols and signals. Even those who call themselves “anti-consumers” end up simply being alternative consumers. What happens in our heads when we find ourselves in a store? What three forces fight within us when choosing a particular product? How did “cool” consumption become a major driving force of the economy and how does it impact the world? Professor of philosophy and cognitive science Stephen Quartz and political scientist and PR specialist Anette Asp talk about this.