Cool — as in swell, hip or awesome — can be easy to spot but hard to define. New research from the University of Arizona business school links a half-dozen traits with being cool.
The characteristics are being extroverted, hedonistic, powerful, adventurous, open and autonomous.
Professor Caleb Warren first began studying the psychology of cool to understand why people buy things. Now as faculty in UA’s Eller College of Management, he says much of the economy is driven by attention and information…