Study Finds the Top Qualities That Make Someone Truly Cool

From Lagos to Cape Town, and Santiago to Seoul, the concept of "cool" permeates various realms including music, fashion, and social media. This term is frequently used to label individuals, but what truly defines coolness? Is it merely about being in vogue or is there a more profound essence at play?In a recent collaborative study among marketing scholars, we sought to unveil the personality traits and values that resonate with coolness, along with potential cultural variations. Nearly 6,000 participants from twelve countries reflected on individuals they considered "cool," "not cool," "good," or "not good," subsequently describing those traits using established psychological assessments.Our findings reveal that individuals deemed cool worldwide consistently share six traits: extroversion, hedonism, adventurousness, openness, power, and autonomy. While these traits overlap with goodness, they are distinct. Interestingly, perceptions of coolness maintained remarkable consistency, even in culturally diverse nations like South Africa and Nigeria. Ultimately, the universal admiration for these traits highlights the shared social constructs around coolness across global cultures.