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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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