Cool People

What does it mean to be a cool person? Is being cool the same thing as being good? Do the attributes of cool people vary across cultures? We answer these questions by investigating which values and personality traits are associated with cool people and whether these same attributes are associated with good people. Experiments with 5,943 respondents in Australia, Chile, China (Mainland and Hong Kong), Germany, India, Mexico, Nigeria, Spain, South Africa, South Korea, Turkey, and the United States revealed that many of the attributes associated with cool people are also associated with good people. Cool and good, however, are not the same. Cool people are perceived to be more extraverted, hedonistic, powerful, adventurous, open, and autonomous, whereas good people are more conforming, traditional, secure, warm, agreeable, universalistic, conscientious, and calm. This pattern is stable across countries, which suggests that the meaning of cool has crystallized on a similar set of values and traits around the globe. We build on the results to advance a theory of the role that coolness plays in establishing social hierarchies and changing social and cultural practices and norms.