A global study involving nearly 6,000 participants from 12 countries has revealed that people around the world share similar ideas about what makes someone 'cool'. According to Phys.org, the research found that the personality profile of cool individuals differs from that of people perceived as 'good'.
Conducted between 2018 and 2022, the study included participants from the United States, Australia, Germany, Turkey, Mexico, Spain, Chile, India, Hong Kong, South Korea, China, South Africa, and Nigeria. Participants were asked to name someone in their environment whom they perceive as 'cool', 'not cool', 'good', or 'not good'. They then rated this person based on two psychological standard models: the Big Five personality profile and the Portrait Values Questionnaire.
The researchers discovered that cool people are universally perceived to be more extraverted, adventurous, hedonistic, open, autonomous, and power-oriented. Even in cultures that often differ in many attitudes, these traits were consistently associated with coolness. "Given how different cultures are, we expected the idea of 'cool' to vary between countries. It is surprising that what is considered 'cool' in Spain is practically the same in China, India, Australia, the United States, and other countries," said Caleb Warren, PhD, from the University of Arizona.
The study also revealed that the perception of coolness remained constant, independent of the age, education, or background of the respondents. This universality suggests that coolness has a similar social significance worldwide, standing for independence, self-determination, and a certain degree of rule-breaking—a universally understandable pattern of social orientation.
Todd Pezzuti, PhD, co-lead researcher and associate professor of marketing at the Universidad Adolfo Ibáñez in Chile, emphasized the social significance of cool individuals. "Everyone wants to be cool, or at least avoid the stigma of being uncool, and society needs cool people because they challenge norms, inspire change, and advance culture," he said.
The researchers noted that while there is some overlap between cool people and good people, they are not the same. Cool individuals often possess traits that are not necessarily considered 'good' in a moral sense, such as being hedonistic and powerful. Caleb Warren explained, "To be seen as 'cool', you also have to be somewhat likable or admirable, which makes 'cool people' similar to good people," according to a press release published on EurekAlert.
This distinction underscores the unique role that cool individuals play in society. "Good people are characterized more by traits such as conformity, security, warmth, conscientiousness, universalism, and calmness," the study found.
Over time, the concept of 'cool' has evolved from a symbol of countercultural rebellion to a more mainstream and commercially friendly idea. The fashion, music, and film industries have played roles in this transformation, leading to a crystallization of values and traits associated with coolness globally. "Our research suggests that this more commercially friendly version of 'coolness' has spread and is consistently associated with people seen as hedonistic, powerful, extroverted, autonomous, adventurous, and open," the researchers concluded.
Pezzuti noted that while 'coolness' has evolved, it has not lost its edge. "While 'coolness' has evolved, it has not lost its edge; it has simply become more functional," he said, according to Phys.org. The origins of the word 'cool' can be traced back to subcultures that distanced themselves from mainstream society, including Black jazz musicians in the 1940s and the beatniks in the 1950s. Despite its evolution, coolness retains its associations with independence and a certain degree of rule-breaking.
"Our theory holds that 'cool' people fulfill a social function: they innovate and generate positive cultural changes. Although what is considered 'cool' has changed over the decades, I would say the foundation has remained," Pezzuti stated.
The article, titled "Cool People," was authored by Todd Pezzuti, PhD, Caleb Warren, PhD, and Jinjie Chen, PhD, and was published in the Journal of Experimental Psychology: General.
The preparation of this article relied on a news-analysis system.