Grit in Advertising: How a Promotion Focus Influences Consumer Variety-Seeking
Abstract
This research explores how grit, passion and perseverance toward goals, influences consumer choice. While grit is typically linked to persistence, a field study and three experiments show that gritty advertising actually encourages variety seeking rather than status quo choices. This shift is driven by a promotion-focused mindset, where consumers pursue optimal outcomes through exploration. The findings reveal that grit in advertising can motivate consumers to try new options, offering strategic insights for marketers and advancing theory on grit’s broader behavioral impacts. Firms can use these insights to design campaigns that inspire exploration rather than mere persistence.
Fields of Study & Subjects
Grit
Self-Efficacy
and Motivation
Consumer Market Behavior and Pricing
Decision-Making and Behavioral Economics
Publication details
- Journal / source
- Journal of Advertising Research
- Volume
- 66
- Issue
- 2
- Pages
- 340–358
- Publication date
- 15 January 2026
- Language
- EN