Some people are considered to be popular, cool or desirable. People everywhere want to feel desirable and like to be admired. The word cool has found to have its applications in every sphere it has become synonymous to define anything good and popular in the recent era. If a person or product is considered cool or desirable they have an intrinsic advantage over the others. It has been found that the people who are considered to be cool perform well in other areas. While the latter people who are not considered to be cool fails to reach their intended targets. There is a need for all the people to be considered cool and accepted in their social gathering. This leads to people wanting to be cool. They also want to be associated with people who are considered to be cool (Cialdini & Melanie, 1998). The definition of coolness however varies. It does have some common factors but certain parameters to define the word vary widely in different social groups. The definition of coolness is actually an amalgamation of the societal definition of coolness or conformity and individual personality autonomy. The definition of coolness can be defined in an overall sense as a mix of conformity and autonomy. The ratio of this will change the definition of coolness with each individual. There are certain preconceived notions that are held by the people as a society and also as an individual. This helps each person to define coolness. There is actually not a single definition to accurately explain the concept of coolness. But various researchers and psychologists are attempting to understand the concept of coolness in order to comprehend human behavior and thought process of the people. The marketing analysts have also forayed into the concept of coolness to sell aesthetically pleasing products that the consumers will want.