Tightness–looseness: Implications for consumer and branding research

Torelli, Carlos J.; Rodas, María A.

doi:10.1016/j.jcps.2017.04.003

Cited by 26 publications

(25 citation statements)

References 57 publications

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“…Norm strength refers to "unwritten rules and social pressures that individuals feel they must follow in a given culture; tolerance refers to the severity of punishments that results when individuals violate norms" (Li, Gordon, and Gelfand 2017, pp. 378;Torelli and Rodas 2017). We show that looseness of situational norms (and not just national cultures) may lead to differential behaviour in terms of conforming to the norms depending on the dominant self-construal of an individual.…”

Section: Theoretical Contributionsmentioning

confidence: 79%

“…However, social norms of behaviour can vary in strength and perceived to be tight or loose. Gelfand et al (2011) differentiate between "tight" and "loose" cultures as those with strong social norms and demanding adherence (tight) vs. those with weak social norms and high tolerance for nonconforming behaviour (loose) (Gelfand, Nishii, and Raver 2006;Torelli and Rodas 2017).…”

Section: Tightness and Looseness Of Normsmentioning

confidence: 99%

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Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Madan

Basu

et al. 2018

Journal of International Marketing

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Human beings have always coveted beautiful objects, but the desire to look good is touching new heights worldwide. Although the pursuit of beauty appears to be universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beauty. Three studies provide converging evidence that interdependent self-construal increases the likelihood of using appearance-enhancing products. Study 1 operationalizes culture through nationality and self-construal and shows that Easterners (more interdependent) are more likely to use appearance-enhancing products compared to Westerners (less interdependent). This is driven by interdependents' tendency to conform to societal norms, which in turn leads to heightened self-discrepancy (Study 2). The use of appearanceenhancing tools helps to minimize this discrepancy. Lastly, Study 3 shows that the impact of interdependence on usage of appearance-enhancing tools is moderated by strength of norms. When norms are loosely defined and adherence is not strictly enforced, interdependents' appearance enhancement tendency is reduced. This research offers actionable insights into the pursuit of beauty, marketing of beauty brands, policymaking, and consumer well-being.

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Section: Theoretical Contributionsmentioning

confidence: 79%

Section: Tightness and Looseness Of Normsmentioning

confidence: 99%

Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Madan

Basu

et al. 2018

Journal of International Marketing

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“…The car was chosen because it is a product that requires some kind of evaluation before being bought by the consumer, and its attributions usually follow the design of the country of origin. Torelli and Rodas (2017) argue that cultural elements, in fact, alter the way the consumer sees the product, they have encountered direct relation between Culture and branding denoting how important it is for companies that are 609 trying to enter a new market, trying to launch a new product to develop, while communicating their values and benefits in a way that has the agreement of the market. If not observed, cultural factors lead a successful product or brand to fail in that particular market.…”

Section: Introductionmentioning

confidence: 99%

What is the Meaning of an Automobile for the Consumer? How Brazilians and Americans Evaluate Cars, a Comparative Model

Castro¹,

Torres²,

Nascimento³

2019

BBR

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The objective of this study was to identify the relation between Human Values and behavior in order to judge automobile purchases in Brazil and the United States of America. North Americans (N=461) and Brazilians (N=570) filled out the Portrait Values Questionnaire in its refined version, PVQ-R (Schwartz et al., 2012), the List of Values (Kahle & Kennedy, 1988) and the Judgment and Meaning Scale (Allen, 2000). Using stepwise regressions to determine which Human Value relates better with each type of judgment and attribution of meaning, two structural models were built comparing the influence of each value in each type of judgment both in the United States of America and Brazil. The results showed that in both countries the Human Values have a higher correlation with judgment than the List of Values and can predict the types of judgment and attribution of meaning the subjects use to evaluate automobile purchase, however, the structures are similar but not equal, indicating that cultural influences can alter how the evaluation is processed.

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“…

We were delighted to see such insightful and constructive responses to our target article and the fascinating new research directions the commentators proposed for tightness-looseness (TL) within consumer behavior (CB). Torelli & Rodas (2017) invited us to consider how to integrate the TL framework with other cultural values. They also nominated new and promising applications for TL and CB, including the psychology of brand meanings and brand dilution.

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mentioning

confidence: 99%