THE FIFTH RULE
Be Cool
A FEW YEARS BACK, A RESEARCHER WITH THE COOL NAME OF ILAN Dar-Nimrod and his friend Ian Hansen could not decide whether actor Steve Buscemi was cool. Dar-Nimrod “could not stomach the idea that such a geeky, sleazy-looking dude can be considered cool.”
After a “heated discussion” about the actor and, more important, the criteria, the scholars decided they should look for a scientific test that would settle the question. “To our shock and dismay,” Dar-Nimrod wrote, “we found that despite the omnipresence of the term ‘cool,’ there is no quantitative research that actually indicates what it means.”1
Dar-Nimrod, Hansen, and four other scholars decided to do some experiments. They published a paper about it. They titled it ...
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