Tightness–looseness: Implications for consumer and branding research
这篇评论强调了紧密度-松散度区分对理解跨文化消费者行为的重要性，并提供了将其整合到现有模型中的指南，以改进对信息说服力的预测，同时探讨了其在品牌延伸和保护研究中的应用。
Abstract This commentary highlights the importance of the tightness–looseness distinction to provide a more nuanced understanding of cross‐cultural consumer behavior (Li, Gordon & Gelfand, this issue). We provide guidelines to integrate the tightness–looseness distinction into existing cross‐cultural models of consumer behavior, and suggest how doing so can help to refine predictions about the persuasiveness of message appeals. We also discuss how the tightness–looseness distinction can enrich branding research, by suggesting future research opportunities in the domains of brand extension research and brand protection.