Steven Quartz and April Asp explain that “The pursuit of “the cool”… fundamentally altered
the psychological motivations underlying our consumer choices, [that] our emulation of
higher-ups means we compete directly for status because we want what they have” (Quartz
and Asp). In other words, as consumers, we tend to want the newest and the best to make us
happy. Discuss how much of this pursuit of “the cool” is perpetuated by advertising. You can
rely on your analysis of different ads to help you illustrate this point.