Refining the Tightness and Looseness Framework with a Consumer Lens

Resource type
Date created
2017-04
Authors/Contributors
Author: Lin, Lily
Abstract
In their paper, Li, Gordon and Gelfand 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.
Document
Identifier
DOI: 10.1016/j.jcps.2017.03.005
Published as
Lin, L. , Dahl, D. W. and Argo, J. J. (2017), Refining the tightness and looseness framework with a consumer lens. Journal of Consumer Psychology, 27: 392-397. doi:10.1016/j.jcps.2017.03.005
Publication title
Journal of Consumer Psychology
Document title
Refining the tightness and looseness framework with a consumer lens
Date
2017
Volume
27
First page
392
Last page
397
Publisher DOI
10.1016/j.jcps.2017.03.005
Copyright statement
Copyright is held by the author(s).
Scholarly level
Peer reviewed?
Yes
Language
Member of collection
Attachment Size
lindahlargojcpcommentaryontl.pdf 384.83 KB