An international team of researchers has made significant strides in deciphering the complex social construct of what makes someone “cool.” The study, which was released in the Journal of Experimental Psychology, presents findings that suggest the personality traits that define “coolness” are remarkably consistent across various cultures and countries. Regardless of geographic locations, the attributes that make a person appear “cool” resonate with people from diverse backgrounds.
According to the research, individuals deemed to be “cool” exhibit traits that set them apart from those viewed as “good” or “favorable.” For instance, people characterized by their coolness are perceived as more extroverted, hedonistic, powerful, adventurous, open-minded, and autonomous. Todd Pezzuti, an associate professor of marketing at Universidad Adolfo Ibáñez in Chile and co-lead researcher of the study, expressed his astonishment at the universal nature of these attributes. He indicated that whether one is in China, Korea, Chile, or the United States, there is a shared admiration for those who break boundaries and incite innovation.
The research was a collaborative effort involving scholars from Universidad Adolfo Ibáñez, the University of Arizona, and the University of Georgia. Conducted over an extensive period from 2018 to 2022, the study included nearly 6,000 participants across twelve countries, including Australia, Germany, India, Nigeria, and Turkey. Participants were asked to think of someone they consider “cool,” “uncool,” “good,” or “not good,” and subsequently assess that person’s personality using established psychological scales such as the Big Five Personality Scale, alongside the Portrait Values Questionnaire which quantifies individual values.
The results revealed that traits such as being calm, conscientious, agreeable, warm, and secure were predominantly associated with being a good person rather than a cool one. While being capable is a quality that intersects both categories, the essence of coolness was captured by the six identified traits. This formula proved consistent across different demographics, showing that age, gender, or education levels did not influence the perception of what constitutes coolness.
Interestingly, Pezzuti suggested that these traits may not be easily taught; instead, he posited that they might be innate characteristics. Five of the identified traits align closely with established personality traits, which tend to remain stable over time. This distinction suggests that while cool people and good people share certain qualities, there is an essential divergence. As co-lead researcher Caleb Warren from the University of Arizona noted, being perceived as cool typically requires a degree of likability, yet many traits of cool individuals—such as hedonism and power—might not necessarily align with moral goodness.
One limitation the researchers encountered was that their study only included participants familiar with the concept of “cool.” Pezzuti remarked on the potential interest of examining coolness within more traditional or remote cultures, where the term may not hold the same significance. He speculated that in cultures focused on tradition and sustenance, the role of a “cool” person could be minimal because cultural innovation may not be prioritized.
When exploring current well-known figures, Pezzuti pointed to Elon Musk, CEO of Tesla and SpaceX, as an embodiment of coolness. He indicated that Musk fits the profile of someone who is powerful, autonomous, and exhibits extroverted behavior through his robust presence on social media and public appearances. Some of Musk’s actions, such as smoking marijuana during a prominent podcast, could be viewed through a lens of hedonism, while his ambitions to colonize Mars highlight his adventurous spirit.
The relevance of this study extends beyond just curiosity, as it opens avenues for further investigation into the notion of coolness, morality, and personality traits. Jonah Berger from the University of Pennsylvania’s Wharton School emphasized the novelty of empirically analyzing coolness and indicated that understanding the traits associated with being cool could have various implications in the realm of social dynamics, particularly in today’s influencer-driven culture. Future research could further dissect the dichotomy between good and bad versions of coolness, enriching the ongoing dialogue in social psychology and marketing classes alike. The intricate relationship between personality traits, cultural constructs, and social behavior adds a compelling layer to the inquiry into what it truly means to be “cool” in our modern age.
