Today's teenagers represent an influential group in the running economy. They have their own purchasing power, in order to get what they want, they influence their parents' buying decisions. In year 2001 alone, teenagers spent more than hundred billion dollars themselves and pushed their parents to spend another fifty billion on top of that. Parents today are willing to buy more for their kids because families are becoming smaller and income is becoming larger. Also many parents are giving their kids what is called "guilt money", which is time-stressed parents substituting material goods for time spent with their kids. In order to collect all those money, marketers make professionals who sure they are updated with the latest "cool." The best way is to hire dedicate their time on "cool hunting." A "cool" is basically a certain kind of personality that is going to become a hit on the market...