Refining the tightness and looseness framework with a consumer lens

Abstract

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.

Tightness‐looseness and consumer behavior: The road ahead

“…We further concur with Torelli and Rodas that integrating the vertical-horizontal dimension with IC and TL will help to broaden CB research. 1 An examination of the interaction of norms and values can also provide novel insights into how consumers react to norm violations in the consumption context (Lin et al, 2017). Although consumers in tight cultures are expected to find norm violations more disturbing compared to consumers in loose cultures, their responses may vary depending on the cultural values prevalent in the context.…”

“…For example, whereas the relatively tight baby boomers grew up during a period of increased threat, the looser millennials were exposed to less threat and tremendous technological innovation. And as Lin et al (2017) remind us, varying levels of TL are also present in different purchasing contexts, from highly formal and tight contexts (e.g., fine dining) to more informal and loose contexts (e.g., cafeterias). CB research should examine these different subcultures of TL that exist within nations.…”

“…They also nominated new and promising applications for TL and CB, including the psychology of brand meanings and brand dilution. Lin, Dahl, & Argo (2017) advanced an exciting perspective on the bi-directional relationship between TL and CB, and on how TL influences different stages of consumption. Together, the commentaries illustrate great potential for TL to expand the science and practice of CB.…”

The influence of culture on consumer perceptions of deceptiveness

“…Further, we investigate the effect of cultural tightness on the perceived deceptiveness to account for the role of societal norms and situational constraints in shaping the perception of deceptiveness. Indeed, recent research has echoed the need to apply the tightnesslooseness framework to consumer research (Gelfand et al, 2017;Li et al, 2017;Lin et al, 2017;Torelli and Rodas, 2017) and pointed to novel insights not anticipated with existing cultural frameworks. In fact, investigating cultural tightness is relevant to illuminate how the strength of social norms and rules could shape different perceptions of insurance fraud.…”

Normative tightness‐looseness: A research dialogue

“…In their commentary, Lin, Dahl, and Argo (2017 – in this issue) raise multiple important questions about TL and consumption that represent a worthwhile agenda for future research. Drawing on their previous work on norm violations and norm enforcement among consumers (e.g., Lin, Dahl, and Argo, 2013), Lin et al highlight the intriguing possibility that methods of punishment for violation of consumer norms may depend on the tightness or looseness of the consumption context (e.g., luxury retail setting versus casual buffet restaurant).…”