Tightness‐looseness and consumer behavior: The road ahead

Gelfand, Michele J.; Li, Ren; Gordon, Sarah

doi:10.1016/j.jcps.2017.05.001

Cited by 7 publications

(13 citation statements)

References 7 publications

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“…First, to the best of our knowledge, our empirical work is the first to demonstrate the impact of cultural tightness on consumers' perception of deceptive behaviors. While prior cross-cultural research has merely focused on the national level of culture (Aune and Waters, 1994;Lloyd Bierstaker, 2009) in addition to the individual level (Li et al, 2006) to investigate the effect of culture on perceived deceptiveness, this research answers recent calls to consider the tightness-looseness framework (Gelfand et al, 2017;Li et al, 2017;Lin et al, 2017) and broaden our understanding of the effect of culture on consumer behavior and attitudes. Here, we argue that cultural tightness increases perceived deceptiveness, whereas VI and VA would reduce perceived deceptiveness.…”

Section: Theoretical and Managerial Implicationsmentioning

confidence: 87%

“…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.…”

Section: Introductionmentioning

confidence: 99%

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The influence of culture on consumer perceptions of deceptiveness

Zourrig

Zhang

Hedhli

et al. 2021

JCM

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Purpose This study aims to apply McCornack’s (1992) information manipulation theory to the context of fraud and investigates the effects of culture on perceived deceptiveness. Design/methodology/approach In total, 400 Chinese consumers and an equal-size sample of Canadian consumers were recruited to fill an online survey. The survey integrates four scenarios of insurance fraud and measures of perceived deceptiveness, cultural tightness and horizontal-vertical idiocentrism allocentrism, in addition to some control variables. Findings Results show that at the societal level of culture, perceived deceptiveness is higher in individualistic than in collectivistic cultures. When accounting for the level of situational constraint, cultural tightness was found to magnify the perceived deceptiveness. At the individual level of culture, vertical-allocentrism and vertical-idiocentrism were found to weigh against the perception of deceptiveness. Originality/value Understanding cultural differences in perceived deceptiveness is helpful to spot sources of consumers’ vulnerability to fraud tolerance among a culturally diverse public.

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Section: Theoretical and Managerial Implicationsmentioning

confidence: 87%

Section: Introductionmentioning

confidence: 99%

The influence of culture on consumer perceptions of deceptiveness

Zourrig

Zhang

Hedhli

et al. 2021

JCM

View full text Add to dashboard Cite

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“…Tight-loose culture is a new dimension of cross-cultural psychology research, which refers to the social norm culture of punishment and intensity of deviant behaviors (Lu et al, 2017). The "loose" in tight-loose culture refers to weak norms and a high tolerance for deviant behaviors (inadequate punishment), and "tight" refers to solid norms and a low tolerance for deviant behaviors (intense punishment) (Gelfand, Li & Gordon, 2017). Social norms under different cultural backgrounds reflect the difference between looseness and tightness, which helps to enhance our understanding and prediction of differences in human psychology and behavior.…”

Section: Questionmentioning

confidence: 99%

The Influence of School Loose-Tight Culture on Bullying of Middle School Students: The Mediating Role of Collective Moral Disengagement and Collective Efficacy

Song

Wang

2021

Best Evid Chin Edu

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To explore the relationship and mechanism of school loose-tight culture to middle school bullying, a total of 808 students were selected from three middle schools in Dehong Prefecture, Yunnan Province of China, to conduct a questionnaire survey. The study used the school loose-tight culture scale, the collective moral disengagement scale, the collective efficacy scale, and the bullying scale for middle school students. The results showed that (i) school loose-tight culture significantly predicted the occurrence of school bullying; (ii) school loose-tight culture was significantly negatively correlated with collective moral disengagement and school bullying but positively correlated with collective efficacy. Further, collective moral disengagement was significantly positively correlated with school bullying, but collective efficacy was significantly negatively correlated with school bullying; (iii) school loose-tight culture inhibited school bullying through the dual mediating effects of collective moral disengagement and collective efficacy at the same time.

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“…(2) By focusing on individual-level improvisation and discussing improvisation in the context of consumer behavior, this paper enriches the literature on consumer improvisation and extends research on the antecedent variables that influence improvisation. (3) Extending some scholars’ views on the strength of social norms and deviance tolerance to micro-consumer behavior research [ 17 ], this paper investigates the mechanisms of improvisational behavior of mixed-emotion consumers under different conditions of social norm strength, providing new insights into the mechanisms of improvisational behavior of mixed-emotion consumers. (4) From a management perspective, focusing on the role of mixed emotions in marketing can support firms’ marketing activities and provide theoretical support for specific marketing programs.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Mixed Emotions on Consumer Improvisation Behavior in the Environment of COVID-19: The Moderating Effect of Tightness-Looseness Culture

Huang

Zhang

2022

IJERPH

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Organizations and individuals are unprepared for an unexpected outbreak of COVID-19. While most of the literature focuses on improvised reactions at the organizational level, this paper focuses on understanding improvised reactions at the individual level. This paper draws on previous research applying improvisation to the field of consumer behavior and introduces consumer knowledge acquisition as a mediating variable and tightness-looseness culture as a moderating variable from the perspective of mixed emotions of awe and anxiety to explain the mechanism of consumers with mixed emotions of awe and anxiety on improvisation behavior based on the environment of a COVID-19 outbreak. Data from 330 participants in Study 1 examined the effect of mixed emotions of awe and anxiety on improvisation behavior through knowledge acquisition, and data from 434 participants in Study 2 examined the moderating effect of relaxed culture. The findings suggest that consumers with mixed emotions report a higher willingness to acquire knowledge and report higher levels of improvisational behavior. Consumers behaved differently in different environments. Consumers with mixed emotions responded more strongly to improvisation in the loose-culture environment than in the tight-culture environment, and the mixed emotions of awe and anxiety had a positive effect on individual consumers’ improvisational behavior through the mediating role of knowledge acquisition.

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Tightness‐looseness and consumer behavior: The road ahead

Cited by 7 publications

References 7 publications

The influence of culture on consumer perceptions of deceptiveness

The influence of culture on consumer perceptions of deceptiveness

The Influence of School Loose-Tight Culture on Bullying of Middle School Students: The Mediating Role of Collective Moral Disengagement and Collective Efficacy

The Impact of Mixed Emotions on Consumer Improvisation Behavior in the Environment of COVID-19: The Moderating Effect of Tightness-Looseness Culture

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