Surprisingly little research has explored the role of grit in consumer psychology. My dissertation addresses this gap by examining how grit influences consumer psychology, particularly focusing on uncovering the underlying mechanism between grit and consumer behaviors and exploring beliefs and attitudes on grit. Toward this goal, Essay 1 identifies the links between grit, a promotion regulatory focus, and variety seeking, while Essay 2 explores the role of consumers' political ideology on each facet of grit and moral consumer choices. In Essay 1, I propose that grit influences variety seeking, partially explained through a promotion regulatory focus. Three pilot studies, a main effects field study, and four experiments are used to empirically support links from grit to increased variety seeking, mediated by a promotion focus, and moderated by goal relevance. Essay 2 focuses on the influence of political ideology on grittiness. Multiple studies are used to test the proposed framework using various designs (surveys and experiments) and analysis techniques (e.g., SEM, ANOVA, and PROCESS), finding that unique types of grit, relative to consumers' political ideology, can significantly enhance or diminish intentions to make moral consumer choices. Together, this dissertation examines the important construct of grit in marketing and extends the current understanding of grit (e.g., dimensionality; promotion-focus). The essays offer robust evidence through field studies, consequential decisions, and various samples.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc2332573 |
| Date | 05 1900 |
| Creators | Pant, Logan Guy |
| Contributors | Kidwell, Blair, Pelton, Lou, Rajagopal, Priyali, Boals, Adriel |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Pant, Logan Guy, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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