Consumer behaviour and the quest for coolConsumer behaviour and the quest for cool
All In The Mind
According to consumer psychology, there's a recipe for being cool. And surprisingly, the ingredients are similar across a bunch of countries and cultures. So today, we explore the concept of cool: what it says about our values and how it influences us. But be warned — if you try too hard to be cool, it might unravel your attempt before you even get there. You can catch up on more episodes of the All in the Mind podcast with journalist and presenter Sana Qadar, exploring the psychology of topics like stress, memory, communication and relationships on the ABC Listen app (Australia) or wherever you get your podcasts. Guest: Caleb Warren Consumer psychologist Professor of Marketing University of Arizona Credits: Presenter/producer: Sana Qadar Senior producer: James Bullen Producer: Rose Kerr Sound engineer: Simon Branthwaite More info: Trying too hard or not hard enough: How effort shapes status What Makes Things Cool? How Autonomy Influences Perceived Coolness Cool People
28:45•8 Nov 2025
The Quest for Cool: Unraveling the Mysteries of Coolness
Episode Overview
- Coolness is driven by autonomy, adventurousness, openness, extroversion, power, and hedonism.
- Trying too hard to be cool can backfire if perceived as inauthentic.
- Brands like Apple have maintained coolness by breaking norms and staying autonomous.
- Coolness is universally recognised but varies in importance across cultures.
- Focusing on being a good person can be more rewarding than striving to be cool.
“"Cool is always in the eye of the beholder, but there's a universal sauce to it."”
Ever wondered what makes someone or something truly 'cool'? In this episode of 'All In The Mind', Sana Qadar chats with Caleb Warren, a consumer psychologist and marketing professor at the University of Arizona, to unravel the mysteries behind the concept of cool. Caleb shares his personal journey from feeling uncool as a teenager to becoming an expert on what drives our fascination with coolness.
Through his research, Caleb has identified six universal traits that make people cool across cultures: autonomy, adventurousness, openness, extroversion, power, and hedonism. But don't worry if you don't tick all the boxes—Caleb suggests that being a good person is often more important than being cool. The episode also explores the delicate balance between trying to be cool and actually achieving it.
Caleb explains that while people desire status and respect, overt attempts to be cool can backfire if perceived as trying too hard. He shares fascinating insights into how brands like Apple have mastered the art of cool by maintaining autonomy and breaking the mould. With a blend of academic research and real-world examples, this episode sheds light on why coolness matters in consumer behaviour and culture.
It's a fun yet thought-provoking look at how we perceive and strive for coolness in our lives. So, are you ready to find out if you're as cool as you think? Tune in for an engaging discussion that might just change your perspective on what it means to be cool.
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