TY - JOUR

T1 - What is cool?

T2 - operationalizing the construct in an apparel context

AU - Runyan, Rodney

AU - Noh, Mijeong

AU - Mosier, Jon

PY - 2013

Y1 - 2013

N2 - Purpose - The purpose of this paper is to operationalize the ubiquitously used concept of "cool," specifically considering its meaning to Generation Y consumers of apparel. Using Churchill’s (1979) rigorous scale generating method, we generate items, pre-test, and the test with a sample (N=265) of college students.Design/methodology/approach - Researchers specify the domain of the cool construct, conduct item generation, collect data through a pre-test to purify the measures and then collect data from a large sample to assess reliability and validity of the measures and construct. Findings - Results of exploratory factor analysis reveal a six-factor solution; a confirmatory analysis shows that cool is a multi-dimensional construct reflected in two second-order factors labeled as hedonic and utilitarian cool. These factors are reflected in five first order factors we call: singular, personal, aesthetic, quality and functional cool.Research limitations/implications - Cool as a social and marketing concept has enjoyed a forty+ year lifespan, and is still used often in advertising messages and marketing strategy. This study provides a valid and reliable scale measuring cool, providing scholars a starting point to include cool in empirical research.Originality/value - The study provides valuable insight into the cool concept as being a multidimensional construct, operationalizing the first scale to measure cool in a consumer setting.

AB - Purpose - The purpose of this paper is to operationalize the ubiquitously used concept of "cool," specifically considering its meaning to Generation Y consumers of apparel. Using Churchill’s (1979) rigorous scale generating method, we generate items, pre-test, and the test with a sample (N=265) of college students.Design/methodology/approach - Researchers specify the domain of the cool construct, conduct item generation, collect data through a pre-test to purify the measures and then collect data from a large sample to assess reliability and validity of the measures and construct. Findings - Results of exploratory factor analysis reveal a six-factor solution; a confirmatory analysis shows that cool is a multi-dimensional construct reflected in two second-order factors labeled as hedonic and utilitarian cool. These factors are reflected in five first order factors we call: singular, personal, aesthetic, quality and functional cool.Research limitations/implications - Cool as a social and marketing concept has enjoyed a forty+ year lifespan, and is still used often in advertising messages and marketing strategy. This study provides a valid and reliable scale measuring cool, providing scholars a starting point to include cool in empirical research.Originality/value - The study provides valuable insight into the cool concept as being a multidimensional construct, operationalizing the first scale to measure cool in a consumer setting.

KW - Generation Y

KW - Cool

KW - Scale development

KW - Young consumers

KW - Consumer psychology

U2 - 10.1108/JFMM-01-2012-0001

DO - 10.1108/JFMM-01-2012-0001

M3 - Journal article

VL - 17

SP - 322

EP - 340

JO - Journal of Fashion Marketing and Management

JF - Journal of Fashion Marketing and Management

SN - 1361-2026

IS - 3

ER -