Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures
研究发现文字标识中字母间距大（松散排列）会降低产品安全感，从而对品牌态度产生负面影响，尤其在威胁凸显时对紧文化（如重视秩序的社会）影响更显著。
Abstract This research demonstrates that interstitial space in textual brand logos—that is, spacious (vs. compact) arrangement of letters—unfavorably influences brand attitude by reducing product safety perceptions. When potential threats are salient, the effect tends to occur within tight (but not loose) cultures, characterized by sensitivity to threats and a need for rigid social structures. When threats are not salient, the effect appears to occur across cultures. Five studies, including lab and field experiments, as well as archival dataset analysis, provide supportive evidence.