«LOOSE AND TIGHT CULTURES» THEORY AS A NEW APPROACH FOR STUDYING CONSUMER BEHAVIOUR
The article considers the difference between national cultures and contains a historical overview of the emergence of these differences. The analysis of several historical, natural, social and other factors influencing the behavior of people living in the territory of a certain geographical region...
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| Format: | Article |
| Language: | English |
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Igor Sikorsky Kyiv Polytechnic Institute
2023-09-01
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| Series: | Ekonomìčnij Vìsnik Nacìonalʹnogo Tehnìčnogo Unìversitetu Ukraïni "Kiïvsʹkij Polìtehnìčnij Institut" |
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| Online Access: | https://ev.fmm.kpi.ua/article/view/287416 |
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| _version_ | 1839649160178958336 |
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| author | Є.В. Гнітецький Л.М. Шульгіна О.С. Лимар |
| author_facet | Є.В. Гнітецький Л.М. Шульгіна О.С. Лимар |
| author_sort | Є.В. Гнітецький |
| collection | DOAJ |
| description |
The article considers the difference between national cultures and contains a historical overview of the emergence of these differences. The analysis of several historical, natural, social and other factors influencing the behavior of people living in the territory of a certain geographical region has been carried out. A multilevel model of "tightness" and "looseness", which illustrates the connection between factors and parallel processes that arise in society is considered. The core features of each type of cultures are revealed. The relationship between theories of intercultural behavior is revealed, examples of differences among countries are given. An overview of the application of the theory in advertising is given, the perception of deviant behavior in the two types of cultures is explained. The influence of "tightness" and "looseness" on consumers' preferences is analyzed. The specific examples of advertisement of well-known brands are given. Based on the analyzed information, recommendations on the application of the theory in the process of creating advertising messages were developed.
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| format | Article |
| id | doaj-art-00b5970e454148d7ad1f65b8066a9aa4 |
| institution | Matheson Library |
| issn | 2307-5651 2412-5296 |
| language | English |
| publishDate | 2023-09-01 |
| publisher | Igor Sikorsky Kyiv Polytechnic Institute |
| record_format | Article |
| series | Ekonomìčnij Vìsnik Nacìonalʹnogo Tehnìčnogo Unìversitetu Ukraïni "Kiïvsʹkij Polìtehnìčnij Institut" |
| spelling | doaj-art-00b5970e454148d7ad1f65b8066a9aa42025-06-27T10:25:04ZengIgor Sikorsky Kyiv Polytechnic InstituteEkonomìčnij Vìsnik Nacìonalʹnogo Tehnìčnogo Unìversitetu Ukraïni "Kiïvsʹkij Polìtehnìčnij Institut"2307-56512412-52962023-09-012610.20535/2307-5651.26.2023.287416325683«LOOSE AND TIGHT CULTURES» THEORY AS A NEW APPROACH FOR STUDYING CONSUMER BEHAVIOUR Є.В. Гнітецький 0Л.М. Шульгіна1О.С. Лимар 2National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute”National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute”National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” The article considers the difference between national cultures and contains a historical overview of the emergence of these differences. The analysis of several historical, natural, social and other factors influencing the behavior of people living in the territory of a certain geographical region has been carried out. A multilevel model of "tightness" and "looseness", which illustrates the connection between factors and parallel processes that arise in society is considered. The core features of each type of cultures are revealed. The relationship between theories of intercultural behavior is revealed, examples of differences among countries are given. An overview of the application of the theory in advertising is given, the perception of deviant behavior in the two types of cultures is explained. The influence of "tightness" and "looseness" on consumers' preferences is analyzed. The specific examples of advertisement of well-known brands are given. Based on the analyzed information, recommendations on the application of the theory in the process of creating advertising messages were developed. https://ev.fmm.kpi.ua/article/view/287416consumer behaviorintercultural communicationadvertising, culturetightness and loosenessdeviant behavior |
| spellingShingle | Є.В. Гнітецький Л.М. Шульгіна О.С. Лимар «LOOSE AND TIGHT CULTURES» THEORY AS A NEW APPROACH FOR STUDYING CONSUMER BEHAVIOUR Ekonomìčnij Vìsnik Nacìonalʹnogo Tehnìčnogo Unìversitetu Ukraïni "Kiïvsʹkij Polìtehnìčnij Institut" consumer behavior intercultural communication advertising, culture tightness and looseness deviant behavior |
| title | «LOOSE AND TIGHT CULTURES» THEORY AS A NEW APPROACH FOR STUDYING CONSUMER BEHAVIOUR |
| title_full | «LOOSE AND TIGHT CULTURES» THEORY AS A NEW APPROACH FOR STUDYING CONSUMER BEHAVIOUR |
| title_fullStr | «LOOSE AND TIGHT CULTURES» THEORY AS A NEW APPROACH FOR STUDYING CONSUMER BEHAVIOUR |
| title_full_unstemmed | «LOOSE AND TIGHT CULTURES» THEORY AS A NEW APPROACH FOR STUDYING CONSUMER BEHAVIOUR |
| title_short | «LOOSE AND TIGHT CULTURES» THEORY AS A NEW APPROACH FOR STUDYING CONSUMER BEHAVIOUR |
| title_sort | loose and tight cultures theory as a new approach for studying consumer behaviour |
| topic | consumer behavior intercultural communication advertising, culture tightness and looseness deviant behavior |
| url | https://ev.fmm.kpi.ua/article/view/287416 |
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