Faculty News | Associated Press | 28 Jul 2010
Wrongful dismissal; consumers like underdogs, too
Re: Anat Keinan
"The use of underdog brand biographies can have a positive impact on consumers' purchase intentions and actual choices," according to the authors, Harvard University researcher Neeru Paharia, Harvard Business School professor Anat Keinan, Simmons School of Management professor Jill Avery and Boston College professor Juliet Schor.

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