Are You Cool? Scientists Identify Six Traits Defining True Coolness
Global Study Reveals Universal Traits of “Cool” People
From San Francisco to Sydney, cultures differ worldwide, but a new study finds surprising agreement on what makes someone “cool.” Research involving nearly 6,000 participants across 11 countries—including the U.S., China, Germany, and South Africa—reveals coolness transcends borders, linked to traits like confidence, adventurousness, and independence.
The Science of Cool
Conducted between 2018 and 2022, the study asked participants to rate someone they considered “cool,” “uncool,” “good,” or “not good.” Results showed “cool” individuals consistently scored high in extraversion, hedonism, power, openness, and autonomy. In contrast, “good” people were seen as warm, agreeable, conscientious, and traditional.
“Cool people challenge norms and drive cultural change, making them essential to society,” said co-lead researcher Todd Pezzuti, a marketing professor at Chile’s Universidad Adolfo Ibáñez. However, he noted that traits like hedonism or a thirst for power distinguish coolness from conventional “goodness.”
John Travolta’s Danny Zuko in Grease embodies the “cool complex,” prioritizing rebellion over vulnerability.
Cool vs. Good
The study, published in the Journal of Experimental Psychology: General, highlights that while coolness overlaps with likability, it often includes edgier qualities. For example, James Bond’s charisma and thrill-seeking nature epitomize coolness, balancing charm with a hint of danger.
“Coolness has evolved from rebellious subcultures—like 1940s jazz musicians or 1950s beatniks—into a more mainstream, commercially viable concept,” Pezzuti explained. “Today, it’s about embracing creativity and adaptability in a fast-paced world.”
Sean Connery’s James Bond: Extraverted, adventurous, and autonomous—key traits of coolness.
Why Cool Matters
The research underscores how coolness shapes consumer behavior, trends, and social influence. Despite its commercialization, coolness retains an edge, celebrating nonconformity and innovation. “Society needs cool people to inspire progress,” Pezzuti said.
In a world valuing creativity, the study suggests timeless coolness lies in balancing confidence with a willingness to defy expectations—a universal recipe for standing out.
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