Bleeding hearts and heartless believers: How political ideology impacts consumer grit and moral consumer choices
Logan Pant,
Blair Kidwell
Abstract:Grit—passion and perseverance toward long‐term goals—is generally associated with conscientiousness and consistency and thus presumed to be ideologically conservative in nature. Yet, an understanding of how liberals and conservatives differ in grittiness remains elusive. In this research, overall grit did not differ between liberals and conservatives, rather ideology played an essential role in driving which dimension of grit (perseverance; passion) was emphasized. Contrary to conventional wisdom, grit‐based p… Show more
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