Member Only Access
Summary
Grit is usually associated with perseverance or sticking with a plan to reach a difficult goal and finding innovative ways to overcome any obstacle. But when grit appears in advertising, it may encourage consumers to explore rather than stay the course. A Journal of Advertising Research study finds that advertising designed to evoke feelings of grit can increase consumers’ willingness to seek variety, try unfamiliar options and consider switching brands. The effect is driven by a promotion-focused mindset that encourages consumers to pursue gains and seek the best possible outcome.
