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Refining the tightness and looseness framework with a consumer lens
Author(s) -
Lin Lily,
Dahl Darren W.,
Argo Jennifer J.
Publication year - 2017
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2017.03.005
Subject(s) - consumption (sociology) , consumer behaviour , context (archaeology) , punishment (psychology) , through the lens metering , perspective (graphical) , perception , norm (philosophy) , psychology , process (computing) , marketing , social psychology , lens (geology) , sociology , positive economics , economics , epistemology , cognitive psychology , computer science , business , artificial intelligence , social science , paleontology , philosophy , neuroscience , petroleum engineering , engineering , biology , operating system
In their paper, Li, Gordon and Gelfand (this issue) introduced the Tightness–Looseness (T–L) framework to the consumer domain, and offered several ideas on how this framework could be applied to consumer behavior. In this commentary, we examine the T–L framework through the consumer lens and discuss how the uniqueness of the consumption context can refine and broaden this psychological framework. We identify four questions that aim to enrich our discussion of this framework from the perspective of consumer research, and to motivate future research questions. Specifically, we consider 1) how the interplay between the tightness/looseness of a culture and its effect on consumer behavior can be a bi‐directional relationship, 2) how variances in T–L in different consumption subcultures and aspects of society (e.g., economic, political) can impact consumer behavior, 3) how the examination of T–L at different stages in the consumption process is a relevant and important question to consider, and 4) how T–L may contribute to further investigation and understanding of punishment toward business and consumer norm violators.