This article from the University of Arizona discusses research conducted by the Eller college of Management, led by researcher warren, on the psychology of “cool” across different cultures.Here’s a breakdown of the key findings:
Global Consistency in defining Cool: Despite surveying over 5,000 people in 12 diverse countries,the researchers found a surprising level of agreement on what constitutes “cool.”
Six Core Traits of Coolness: Across cultures, coolness was consistently associated wiht six traits:
Extroversion
Hedonism
power
Adventurousness
Openness
Autonomy
Cool vs. Good: The study clearly distinguishes “cool” from “good.”
Cool people are described as extroverted, hedonistic, powerful, adventurous, open, and autonomous.
Good people are more often described as conforming, traditional, secure, warm, agreeable, universalistic, conscientious, and calm.
“Capable” is Both Cool and Good: The only trait that was seen as equally cool and good was being “capable.”
Implications for Marketing and Beyond:
marketing: Understanding coolness can help brands associate themselves with individuals who embody these traits, making them more appealing to consumers.
Broader Societal Impact: The research also has implications for understanding how the pursuit of cool influences politics, social interactions, and cultural norm changes.
Authenticity is Key to Being Cool: The article emphasizes that trying too hard to be cool is counterproductive. Authenticity, originality, and a lack of concern for fitting in are crucial for perceived coolness. This is contrasted with wealth, were hard work is respected.
In essence, the research suggests that while “goodness” is about adherence to positive social values, “coolness” is more about a distinct set of traits that convey individuality, confidence, and a certain flair, and this perception is remarkably consistent worldwide.
