Are Richard Branson, Elon Musk 'cool?' Researchers may have figured it out.

USA Today

4 days ago

Hip. Popular. The cat's pajamas.
What makes some people 'cool' and others not? A group of researchers nailed down six characteristics commonly found in individuals that most people around the world considered "cool."
The study, published on June 30 by the American Psychological Association, asked survey respondents in 13 cultural regions to identify who they thought was cool, not cool, good and not good, and rate the person's personality and values.
Participants were from the U.S., Australia, Germany, Spain, Turkey, Mexico, Chile, India, Hong Kong, China, South Korea, South Africa and Nigeria.
People who were considered 'cool' were universally perceived as more extroverted, hedonistic, powerful, adventurous, open and autonomous, according to the study. On the other hand, 'good' people were perceived as more conforming, traditional, secure, warm, agreeable, universalistic, conscientious and calm.
While 'cool' and 'good' people aren't always the same, some traits may overlap, said co-lead researcher Caleb Warren, an associate professor of marketing at the University of Arizona.
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'To be seen as cool, someone usually needs to be somewhat likable or admirable, which makes them similar to good people,' Warren said in a news release. 'However, cool people often have other traits that aren't necessarily considered 'good' in a moral sense, like being hedonistic and powerful.'
Researchers identified British entrepreneur Richard Branson as "cool" for combining attributes, such as powerful and adventurous. Some of his 'cool' acts include visiting outer space, ballooning across the Atlantic and racing speedboats.
They also said 'coolness' may depend on context. For example, tech billionaire Elon Musk may possess 'cool' attributes like powerful, hedonistic and autonomous. But investors and pundits did not think it was 'cool' when Musk smoked marijuana on the Joe Rogan Experience podcast.
On the other hand, the act may have seemed cool to college kids and people with countercultural ideologies, study authors said.
Adrianna Rodriguez can be reached at [e-mail].