What is cool? Operationalizing the construct in an apparel context

Abstract

PurposeThe 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 rigorous scale generating method, the authors generate items, pre‐test, and the test with a sample (n=265) of college students.Design/methodology/approachResearchers 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.FindingsResults 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 that this paper labels hedonic and utilitarian cool. These factors are reflected in five first order factors: singular, personal, aesthetic, quality and functional cool.Originality/valueThe study provides a valuable insight into cool concept as being a multidimensional construct, operationalizing a scale to measure cool.

Effects of young consumers’ self-concept on hedonic/utilitarian attitudes towards what is ‘cool’

“…We also employed the measurement scale related to the concept of cool from Runyan et al (2013), which used 32 cool product characteristic items generated from both extant literature and data gathered from market research and measured on 5-point Likert scales to extract two factors. The first factor, Downloaded by [Central Michigan University] at 00:00 05 January 2015 hedonic cool, comprises three subdimensions -singular cool, personal cool, and aesthetic cool-and the second factor, utilitarian cool, consists of two subdimensionsfunctional cool and quality cool.…”

“…functionality) and tend to define cool in terms of functionality (Runyan, Noh, & Mosier, 2013). Runyan et al (2013) suggest that being 'cool' does not necessarily mean one thing, nor does the concept of cool apply to only certain types of consumers. Different consumers are motivated by different things in different contexts, and therefore marketers should strive to understand what cool means to different consumers in terms of their Downloaded by [Central Michigan University] at 00:00 05 January 2015 products.…”

“…Utilitarian-oriented consumers are motivated to purchase utilitarian aspects of products (i.e. functionality) and tend to define cool in terms of functionality (Runyan, Noh, & Mosier, 2013). Runyan et al (2013) suggest that being 'cool' does not necessarily mean one thing, nor does the concept of cool apply to only certain types of consumers.…”

“…Runyan, Noh, and Mosier (2013) define the term as an attitude towards or a belief about a product (i.e. clothing) that is either hedonic or utilitarian in nature and that, when purchased or worn, sets that consumer apart from the average person.…”

“…Different consumers are motivated by different things in different contexts, and therefore marketers should strive to understand what cool means to different consumers in terms of their Downloaded by [Central Michigan University] at 00:00 05 January 2015 products. In this study, we use the concept of cool as defined and measured through either hedonic or utilitarian value by Runyan et al (2013).…”