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If you have ever wondered why SUVs replaced minivans, how one rap song turned the cognac industry upside down, or what gives Levi's jeans their iconic allure, look no further--in Cool, Steven Quartz and Anette Asp finally explain the fascinating science behind unexpected trends and enduring successes.

We live in a world of conspicuous consumption, where the clothes we wear, the cars we drive, and the food we eat lead double lives: they don't merely satisfy our needs; they also communicate our values, identities, and aspirations. In Beverly Hills, tourists flock to the famous...

This book combines cutting-edge findings in neuroscience with examples from history and the headlines to introduce the new science of cultural biology, born of advances in brain imaging, computer modeling, and genetics. Doctors Quartz and Sejnowski show how both our noblest and darkest traits are rooted in brain systems so ancient that we share them with insects. They then demystify the dynamic engagement between brain and world that makes us something far beyond the sum of our parts.

The authors show how our humanity unfolds in precise stages as brain and world engage on...