A new international study has turned a spotlight on the ever-elusive concept of “coolness,” revealing that the quality might be less about trendsetting or attitude, and more about six key personality traits. Published in the Journal of Experimental Psychology: General, this research offers fresh insights not just into pop culture, but also into the ways global media and Western values shape our perceptions—even here in Thailand, where local and global cultures intersect constantly (NYTimes).
The study appears at a time when questions of identity, belonging, and aspiration resonate strongly among Thai youth, educators, and parents alike. With trends speeding across social media and music icons like David Bowie, Samuel L. Jackson, and Charli XCX cited as archetypes, the research investigates what really makes a person “cool”—and whether those qualities are as universal as they seem.
According to the findings, individuals perceived as cool commonly demonstrate six specific traits: extroversion, hedonism, power, adventurousness, openness, and autonomy. The study’s authors surveyed close to 6,000 participants from 12 countries, with results showing striking consistency across national and cultural boundaries. “What blew my mind was the fact that it was pretty much the same result everywhere,” said a professor at the Eller College of Management, University of Arizona, who co-authored the study and is a seasoned researcher in consumer psychology.
Interestingly, the participants all had to recognize and use the English word “cool,” reflecting how notions associated with the term—beyond just fashion or music—have traveled globally, in part through U.S. cultural exports. As a professor of human evolutionary biology at Harvard who was not involved in the study explained, “American success has led to the diffusion of music styles and an immense amount of cultural content, including, apparently, the concept of cool.” Such dynamics are mirrored in Thailand, where Western pop culture routinely intersects with homegrown trends, shaping slang, youth identity, and even advertisement strategies.
Yet, while “cool” is widely perceived as positive, the study notes its distinction from being simply “good.” Participants evaluated themselves and others along 15 attributes. “Good” people tended to be described as conforming, traditional, secure, warm, agreeable, universalistic (valuing equality and caring for others), conscientious, and calm. Notably, both “cool” and “good” people were generally seen as capable, suggesting a core overlap in competence—but diverged in many other respects.
The researchers set out not only to itemize “coolness” but also to explore its psychological and social consequences. For example, the study found that traits associated with kindness or helpfulness—attributes many Thai parents, teachers, and Buddhist communities hold in high esteem—were more often seen as indicators of “goodness” than “coolness.” This divide echoes a wider cultural dialogue in Thailand about balancing the pursuit of personal charisma with traditional values such as respect, humility, and social harmony.
However, the research does highlight several limitations. Most notably, anyone unfamiliar with the English word “cool” was excluded, meaning the results don’t capture every cultural nuance of coolness or the term’s everyday use in non-English-speaking contexts. The demographic also skewed young (average age 30 or below), reflecting perhaps the generation most intensely focused on and affected by global trends.
Other psychological experts note that coolness and social status can vary dramatically across cultures. For example, displays of aggression—sometimes associated with coolness or dominance in Western settings—often yield less social standing in Eastern societies, where harmony and self-restraint are more valued. As noted by the chief of psychology at the American Psychological Association, who studies popularity, “Factors like aggression make us have higher status in some Western cultures and simultaneously give us less status in the East.”
This is of particular relevance in Thailand, where cultural values such as kreng jai (consideration for others) and jai yen (keeping cool, calm composure) may run counter to the extroverted, risk-taking model of coolness described in the study. The pressure to appear daring, independent, or unconventional—a hallmark of Western “cool”—can conflict with norms that prioritize group consensus and social cohesion.
Yet, the aspiration to be “cool” has a powerful hold, especially during adolescence. Research cited alongside the study found that teenagers prone to risk-taking and socially precocious behaviors might achieve short-term popularity, but are also more likely to face difficulties with substance use and relationships later in life. “They are doing more extreme things to try to act cool,” one researcher told The New York Times, suggesting a cautionary note for both students and parents. This links with findings from the Thai Department of Mental Health and Ministry of Education, which have long advised that peer pressure and the desire for acceptance can drive risky behaviors among Thai youth (dmh.go.th, obec.go.th).
Popularity, as defined by social dominance and visibility, isn’t synonymous with long-term well-being. As the American Psychological Association expert observed, what truly contributes to life success is not a flashy persona but the quality of one’s social connections: “Even the most uncool kid will probably fare well if they have at least one close friend.” This lesson is echoed in Thai schools, where student well-being and friendships—rather than superficial popularity—are often flagged by counselors as better predictors of academic and emotional resilience.
Is coolness, then, a trait worth chasing? The study’s lead author has “serious doubts,” noting that while coolness may confer status or attention in the short term, especially among the young, its benefits can fade or backfire as one matures. For young Thais navigating a world saturated by global culture—from music videos on YouTube to viral challenges on TikTok—the pull between adopting cosmopolitan “cool” and maintaining roots in Thai values is both exciting and fraught.
Culturally, “coolness” has always been a fluid concept in Thailand, evolving from ‘dek waen’ (youths on bicycles with sunglasses in the 80s) to today’s hallyu-inspired idols and Thai hip-hop stars. As global influences accelerate, local educators, mental health professionals, and even marketing strategists are re-examining how to nurture confidence, autonomy, and openness in ways that respect local culture and well-being.
Looking ahead, the findings signal an opportunity for Thai parents, teachers, and leaders to redefine coolness through a Thai lens. Instead of focusing solely on extroversion or adventurousness, there’s room to celebrate those who blend autonomy with empathy, courage with calm, and adventure with consideration for others—a style of “cool” that fits seamlessly with Thai values and the rhythms of modern Thai life.
For Thai youth and parents, the lesson is clear: Be cautious about imitating every Western trait labeled as “cool,” and remember that confidence, kindness, and authenticity go much further—both personally and socially—than mere popularity or flashiness. Cultivating strong, meaningful friendships and staying true to oneself will always be cooler, in the long run, than any passing trend.
For those interested in reading more, the original study is available through the Journal of Experimental Psychology: General. Additional local guidance on youth well-being and peer influences can be found through the Thai Ministry of Education and Department of Mental Health resources (nytimes.com, dmh.go.th, obec.go.th).