Tightness–looseness: A new framework to understand consumer behavior
引入社会规范松紧度概念，分析其对广告说服、品牌关系和产品扩散的影响，并探讨不同文化下促进健康决策的策略，为跨文化消费者研究提供新视角。
Abstract Previous cross‐cultural research in the field of consumer behavior has focused almost exclusively on cultural values. In this article, we expand on this tradition by integrating research on tightness‐looseness (TL)—the strength of social norms and tolerance for deviance—into consumer behavior research. We first examine how TL influences persuasion in advertising, suggesting that advertising themes in loose cultures will focus on the promotion of ideals, permissiveness, and norm deviance, whereas advertising themes in tight cultures will emphasize prevention focus, uniformity, and norm abidance. Next, we examine brand‐consumer relationships and product diffusion and discuss how they may vary across tight and loose cultures. Finally, we explore the implications of TL for consumer well‐being by examining different strategies for encouraging healthy decision‐making across tight and loose cultures. Taken together, the integration of TL and CB research constitutes an exciting frontier for theory, research, and practice.