| Harvard Business Review
Capitalizing on the Underdog Effect
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;