Scientists have pinpointed six core personality traits that define a 'cool' person, and these characteristics appear to be remarkably consistent across the globe. The findings, published in the Journal of Experimental Psychology, suggest that the concept of coolness has become standardised, potentially influenced by global media and entertainment industries.
The global search for cool
The international study, conducted by researchers from the American Psychological Association between 2018 and 2022, involved nearly 6,000 adult participants from a diverse range of countries. These included the US, Australia, Chile, China, Germany, India, Mexico, Nigeria, Spain, South Africa, South Korea, and Turkey.
In the psychology experiments, each participant was asked to think of someone they considered to be "cool," "not cool," "good," or "not good." They then rated that person's personality and values. This method allowed the research team to analyse precisely how cool individuals differ from those deemed uncool or simply good.
The six universal markers of coolness
Despite vast cultural differences, the analysis revealed a striking consensus. Cool people were consistently perceived as more extroverted, hedonistic, powerful, adventurous, open, and autonomous than their peers.
"Everyone wants to be cool, or at least avoid the stigma of being uncool," explained study co-lead researcher Todd Pezzuti. "Society needs cool people because they challenge norms, inspire change, and advance culture."
The research draws a clear distinction between being "cool" and being "good." In contrast to cool individuals, people described as good were seen as more conforming, traditional, secure, warm, agreeable, universalistic, conscientious, and calm. This indicates that coolness operates outside of conventional morality.
Coolness: From rebellion to mainstream
The study traces the roots of modern coolness to rebellious subcultures, such as Black jazz musicians in the 1940s and the beatniks of the 1950s. However, the global expansion of fashion, music, and film has crystallised the concept around a commercially friendly set of traits.
"Coolness has definitely evolved over time but I don't think it has lost its edge. It's just become more functional," Dr Pezzuti noted. The researchers argue that as society places greater value on creativity and rapid change, cool people—those likely to question convention and innovate—have become more essential than ever.
The findings offer a new lens for understanding social dynamics. The team suggests that coolness plays a significant role in establishing social hierarchies and shifting cultural practices and norms. The universal profile of a cool person helps explain how individuals structure and navigate their social worlds.
"If coolness emerged as a status granted to those who inspire and facilitate cultural change," the researchers concluded, "then perhaps we shouldn't be surprised that cool people, from San Francisco and Santiago to Sydney and Seoul, show traits that would make them more likely to question convention, innovate, and persuade others to change."
