What Makes People Cool?

Three cross-cultural experiments reveal that the following characteristics successfully differentiate cool people from uncool people: hedonism, extroversion, powerfulness, autonomy, openness, and adventurousness. Importantly, these attributes relate to coolness more than they relate to being socially desirable in general. These relationships were relatively stable across different cultures.


Todd Pezzuti and Caleb Warren (2020) ,"What Makes People Cool?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1048-1051.


Todd Pezzuti, University of Adolfo Ibanez
Caleb Warren, University of Arizona, USA


NA - Advances in Consumer Research Volume 48 | 2020

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