Paradoxical Safety Signals: Cultural Tightness Shapes Contingent Meanings of Interstitial Space in Logos

Six studies demonstrate that interstitial space in logos has an unfavorable influence on safety perceptions and brand preference among consumers in tight cultures, characterized by high need for structure. The effect is reversed among consumers in loose cultures, characterized by high need for autonomy.



Citation:

Tanvi Gupta, Henrik Hagtvedt, and Avinash Mulky (2019) ,"Paradoxical Safety Signals: Cultural Tightness Shapes Contingent Meanings of Interstitial Space in Logos", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 612-613.

Authors

Tanvi Gupta, Indian Institute of Management Bangalore
Henrik Hagtvedt, Boston College, USA
Avinash Mulky, Indian Institute of Management Bangalore



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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