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Journal Article
| Harvard Business Review
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November 2010
Capitalizing on the Underdog Effect
by
Anat Keinan, Jill Avery and Neeru Paharia
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Abstract
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over its larger rivals. The results of research on this effect are presented, and exceptions to the rule are noted.
Keywords: Brands and Branding;
Competition;