A recent study conducted across 13 countries discovered that the concept of cool remains consistent globally. The research, led by Caleb Warren from the University of Arizona, aimed to explore the core characteristics associated with cool individuals and how they vary across cultures. The study, published in the Journal of Experimental Psychology, identified six key traits linked to coolness: extroverted, hedonistic, powerful, adventurous, open, and autonomous.
The distinction between being perceived as cool versus being considered good was a focal point of the study. Through surveys involving nearly 6,000 participants from various countries, the researchers found that while there is some overlap between cool and good traits, significant differences exist. Cool individuals tend to exhibit distinctive, counter-normative qualities, setting them apart from merely being seen as good or likable.
According to author Joel Dinerstein, coolness has historically been associated with rebellious counter-cultural movements, dating back to post-World War II jazz scenes. Despite its American origins, coolness has transcended borders and become a global concept over the past several decades. The word “cool” itself has become universally understood across different languages, maintaining its core meaning worldwide.
However, as coolness becomes more mainstream and commercialized, some argue that it may lose its original edge. Major brands have capitalized on the concept, turning coolness into a commodity. Yet, experts like Dinerstein and social psychologist Francis McAndrew believe that true coolness cannot be manufactured or defined by corporate interests. Coolness holds value in its ability to challenge the status quo and elevate individuals who innovate or introduce new ideas.
In conclusion, the study suggests that coolness remains a powerful force that transcends cultural boundaries, with its authenticity and impact rooted in individuality and innovation.