What Makes Someone ‘Cool’? New Study Identifies 6 Universal Traits
What does it really mean to be cool? An international team of psychologists and marketing researchers may have cracked the code—and it turns out the same traits make people seem cool, no matter where you live.
Published in the Journal of Experimental Psychology, the new study identifies six consistent personality traits that people across 12 countries associate with being “cool”: extroversion, hedonism, power, autonomy, openness, and adventurousness.
“People like those who push boundaries and spark change,” said co-lead researcher Todd Pezzuti, a marketing professor at Universidad Adolfo Ibáñez in Chile. “Coolness represents something deeper than just the label.”
A Global Agreement on Coolness
The research, conducted from 2018 to 2022, surveyed nearly 6,000 participants from countries including the U.S., Germany, China, India, Mexico, Nigeria, and South Korea. Participants were asked to rate people they knew—those they considered “cool,” “uncool,” “good,” or “not good”—using two major psychological tools:
The Big Five Personality Scale (used to assess core traits)
The Portrait Values Questionnaire (used to evaluate values and motivations)
Across cultures, “cool” people consistently scored high in six areas:
Extroverted – outgoing and expressive
Hedonistic – pleasure-seeking or fun-loving
Powerful – influential or commanding
Adventurous – willing to take risks
Open – curious and receptive to new ideas
Autonomous – independent and self-driven
“It’s fascinating to see the same traits emerge from Chile to China,” Pezzuti noted.
Cool vs. Good: What’s the Difference?
Interestingly, the study found that coolness and goodness don’t always go hand in hand. People viewed as “good” were more likely to be described as:
Calm
Warm
Conforming
Agreeable
Traditional
Secure
Conscientious
Universalistic
Being “capable” was one of the few traits that showed up equally in both cool and good people.
“Cool people may be likable or admirable, but they also often display traits—like hedonism or power—that aren’t always considered morally good,” said Caleb Warren, co-lead researcher and associate professor at the University of Arizona.
Is Coolness Something You’re Born With?
According to Pezzuti, the six coolness traits are largely rooted in personality—meaning they’re difficult to teach.
“Five of those traits are personality-based, and personality tends to be pretty stable,” he said.
However, not everyone agrees coolness is purely inborn. Some researchers suggest social context and learned behavior play a bigger role.
“‘Cool’ is a social construct—something shaped more by perception than genetics,” said Jon Freeman, associate professor of psychology at Columbia University, who was not involved in the study.
The Role of Culture: Does ‘Cool’ Mean the Same Everywhere?
The study focused on countries familiar with the concept of “cool.” That leaves open the question of how the idea translates—or doesn’t—in more traditional or remote cultures.
“In cultures where conformity and tradition are central, like hunter-gatherer societies or subsistence farming communities, cool people might exist but not hold the same social value,” Pezzuti explained.
In other words, coolness may be less relevant where innovation or self-expression aren’t strongly emphasized.
Is Elon Musk the Definition of Cool?
When asked for a public example of someone who fits the six traits of coolness, Pezzuti pointed to Elon Musk.
“He’s a controversial figure, but Musk checks all the boxes,” Pezzuti said.
Musk, the CEO of Tesla and SpaceX, is widely viewed as powerful and autonomous. His public persona—whether tweeting or podcasting—exudes extroversion and adventurous thinking, especially with bold ideas like colonizing Mars. Pezzuti even cited Musk’s infamous marijuana moment on The Joe Rogan Experience as an example of hedonism.
Coolness in the Age of Social Media
Experts believe understanding coolness is more relevant now than ever—especially in today’s hyperconnected, image-conscious culture.
“Coolness reflects status, identity, and social affiliation,” said Jonah Berger, a marketing professor at the Wharton School of Business. “It influences how people behave and how they’re perceived, particularly online.”
Berger, who wasn’t involved in the research, said this study lays an important foundation for understanding how people signal value and personality—especially in a world driven by influencers and social media.
What’s Next for Coolness Research?
Future studies could explore how coolness interacts with both “goodness” and “badness” in real-world situations. For example, someone might be admired for their independence or style—but also judged for being reckless or controversial.
“Coolness can be admired or problematic, depending on context,” Freeman noted. “That duality makes it a fascinating subject to study further.”
Conclusion: Coolness Is Universal—But Complicated
Whether you’re in South Korea or South Africa, the traits that make someone seem “cool” are surprisingly consistent. But being cool doesn’t always mean being good—and that tension is what makes coolness such a powerful, and sometimes polarizing, social signal.
As the study shows, coolness isn’t just about surface style—it’s about deeper values like independence, boldness, and openness to change.
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