All In The Mind Consumer behaviour and the quest for cool
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Nov 8, 2025 
Caleb Warren, a consumer psychologist and professor at the University of Arizona, delves into what makes things and people 'cool.' He discusses the surprising universality of coolness attributes across cultures, emphasizing how autonomy signals coolness. Intriguingly, he reveals that trying too hard to be cool can backfire. Caleb also explains how brands like Apple convey rebellious coolness, and he shares insights from his research on the importance of effort in shaping perceptions of wealth versus cool status. His advice to his younger self? Focus on being good, not just cool.
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Uncool Teen Turned Researcher
- Caleb Warren recounts being uncool as a teen who preferred reading and studying while peers sought risky fun.
- He links that experience to why he studies consumer psychology and questions what makes things cool.
Autonomy Has A Coolness Sweet Spot
- Warren's experiments show autonomy predicts perceived coolness but only within an appropriate range.
- Extreme rule-breaking or indiscriminate autonomy reduces coolness because it violates acceptable norms.
Indie Band Study Shows Moderate Autonomy Wins
- Warren tested autonomy with indie bands by manipulating why they made music and measuring downloads.
- Bands expressing moderate autonomy were rated coolest and had the most downloads.
