New 'cool' seems like old 'square'

TORONTO, Ontario, May 12 (UPI) -- "Well-dressed, mild-manned, friendly, and industrious" are traits now considered to be the new "cool," University of British Columbia researchers say.

The iconic rebel image of James Dean and Marlon Brando apparently is passé to many twenty-something Canadians who identify with more conventional characteristics.

The new "cool" is someone "your mother would want you to be," study researcher Ilan Dar-Nimrod told the Toronto Globe and Mail -- someone who is well-groomed, trendy and ambitious.

About 60 percent of respondents in the study said classically socially-desirable traits were "cool," while 15 percent said "cool" was mysterious, tough, aloof and dangerous. The study presented 800 people with a list of 90 personality characteristics -- such as wealthy, friendly and good-looking -- and asked them to rate them on a scale of one to seven.

"It appears that first and foremost it ('cool') is social desirability, but lurking in the back of people's mind is still this Marlon Brando, rebellious character," Dar-Nimrod said.

Actor Johnny Depp was ranked as the "coolest" celebrity and U.S. President George W. Bush and Adolph Hitler were the least cool.