Across the world’s diverse cultural landscapes, from the bustling streets of Santiago to the vibrant cities of Shanghai, one might assume that the concept of what it means to be “cool” varies dramatically. However, groundbreaking research published by the American Psychological Association reveals a surprising convergence in how coolness is perceived globally. This extensive study, drawing on data from nearly 6,000 participants spanning multiple continents, uncovers universal traits associated with cool individuals, highlighting intriguing psychological consistencies beneath cultural differences.
The research, conducted between 2018 and 2022, harnessed experimental methodologies to probe perceptions of coolness across twelve countries, including the United States, Australia, Chile, China, Germany, India, Mexico, Nigeria, Spain, South Africa, South Korea, and Turkey. Participants were prompted to identify figures they considered cool, uncool, admirable, or otherwise, subsequently rating these individuals’ personalities and values. The resulting data set provided a rich framework for examining commonalities and divergences in personality traits linked to coolness, dissected through the lens of cross-cultural psychology.
Findings demonstrate that despite often stark contrasts between Eastern and Western normative and cultural attitudes, the archetype of a cool person shares a remarkably consistent personality profile worldwide. Cool individuals are perceived as embodying extraversion, a propensity for pleasure-seeking (hedonism), social and personal power, adventurousness, openness to experience, and a pronounced sense of autonomy. These attributes define a globally resonant psychological construct of coolness that transcends local cultural idiosyncrasies.
This universal perception highlights the role of coolness as a complex social signal, intricately linked to both individual identity and collective cultural evolution. “Everyone wants to be cool, or at least avoid social stigma, and society benefits from cool people who push boundaries, inspire innovation, and foster cultural progression,” explains Todd Pezzuti, PhD, co-lead author and marketing professor at Universidad Adolfo Ibáñez in Chile. This insight situates coolness as not merely a superficial label but as a vital dynamic in social and cultural systems.
The research articulates a nuanced distinction between ‘cool’ and ‘good’ personalities. While ‘good’ individuals tend to be perceived as conforming, traditional, warm, agreeable, conscientious, and emotionally stable, ‘cool’ individuals blend likability with a rebellious streak. Caleb Warren, PhD, co-lead researcher at the University of Arizona, elucidates that cool people are “somewhat admirable but not necessarily morally good,” frequently exhibiting traits like hedonism and pursuit of influence that may conflict with conventional moral values. This duality enriches the psychological understanding of social categorizations.
The evolution of coolness has been heavily influenced by the global expansion of the fashion, music, and film industries, which have propagated a relatively standardized set of values and traits globally recognized as ‘cool.’ This commercialization of coolness, while streamlining its definition, has not diluted its cultural significance. Instead, it has made the concept more accessible and functional across varying societies, melding commercial appeal with enduring social relevance.
Tracing the historical trajectory of coolness uncovers its roots in countercultural movements, such as Black jazz musicians in the 1940s and the beatniks in the 1950s. These subcultures embodied coolness as a form of resistance and identity formation. Today’s iteration of coolness, though more widespread, retains its edge by continuing to signal creativity, nonconformity, and social influence, essential qualities in fast-changing modern societies that value innovation and dynamism, according to Pezzuti.
Another notable methodological aspect of the study is the inclusion criterion based on participants’ familiarity with the contemporary slang meaning of “cool,” ensuring cultural relevance and conceptual clarity in responses. Most data were collected online, introducing a potential limitation regarding representation of rural populations or those without reliable internet access. This caveat suggests directions for future research aimed at exploring how access and exposure influence conceptualizations of coolness across different socio-economic and geographic sectors.
The study’s broad cross-cultural approach reflects a growing trend in psychological and social sciences to integrate global perspectives in understanding complex human constructs. By identifying a core personality profile associated with coolness worldwide, the research provides a template for examining how cultural globalization and media proliferation intersect with individual identity formation. This dual influence highlights the bidirectional nature of culture and personality in shaping social cognition.
Given the role of cool individuals as cultural innovators and norm challengers, the study holds implications beyond academic curiosity. It sheds light on the mechanics of social influence, marketing, and cultural evolution, suggesting that traits associated with coolness may predict leadership in emergent social trends and movements. Understanding coolness thus intersects with disciplines ranging from sociology and anthropology to business and political science.
In sum, this research advances the psychology of social perception by rigorously characterizing the attributes of coolness across heterogeneous populations, emphasizing the interplay of personality, cultural values, and social function. As global culture continues to integrate, these findings illuminate the foundational human desires for admiration, distinction, and belonging, phenomena that coolness encapsulates in fluid yet coherent ways around the globe.
For those intrigued by cultural psychology and the social dynamics underpinning identity, this study offers a profound message: coolness, far from being an ephemeral or trivial concept, represents an essential social currency that navigates the complexities of conformity, rebellion, and admiration in contemporary societies.
Subject of Research: People
Article Title: Cool People
News Publication Date: 30-Jun-2025
Web References: http://dx.doi.org/10.1037/xge0001799; https://www.apa.org/pubs/journals/releases/xge-xge0001799.pdf
References: Todd Pezzuti, PhD, Universidad Adolfo Ibáñez; Caleb Warren, PhD, University of Arizona; Jinjie Chen, PhD, University of Georgia; Journal of Experimental Psychology: General
Keywords: Psychological science, Anthropology, Political science, Sociology, Society, Cultural anthropology, Entertainment, Fine arts, Cultural studies
