Publications
Publications
  • November 2010
  • Article
  • Harvard Business Review

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery
  • Format:Print
  • | Pages:1
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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

Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry

Citation

Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.

About The Author

Jill J. Avery

Marketing
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