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...