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Tightness–looseness: Implications for consumer and branding research
Author(s) -
Torelli Carlos J.,
Rodas María A.
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.2017.04.003
Subject(s) - consumer research , extension (predicate logic) , psychology , cognitive psychology , marketing , advertising , social psychology , business , computer science , programming language
This commentary highlights the importance of the tightness–looseness distinction to provide a more nuanced understanding of cross‐cultural consumer behavior (Li, Gordon & Gelfand, this issue). We provide guidelines to integrate the tightness–looseness distinction into existing cross‐cultural models of consumer behavior, and suggest how doing so can help to refine predictions about the persuasiveness of message appeals. We also discuss how the tightness–looseness distinction can enrich branding research, by suggesting future research opportunities in the domains of brand extension research and brand protection.