Featured Research

from universities, journals, and other organizations

Consumers love underdogs

Date:
July 21, 2010
Source:
University of Chicago Press Journals
Summary:
Consumers strongly relate to brands that they perceive as underdogs, according to a new study.

Consumers strongly relate to brands that they perceive as underdogs, according to a new study in the Journal of Consumer Research.

Related Articles


"Across contexts, cultures, and time periods, underdog narratives have inspired people. Stories about underdogs are pervasive in sports, politics, religion, literature, and film," write authors Neeru Paharia, Anat Keinan (both Harvard University), Jill Avery (Simmons School of Management), and Juliet B. Schor (Boston College).

The authors examined the ways many contemporary brand narratives highlight companies' humble beginnings and struggles against powerful adversaries. For example, Nantucket Nectars' label says the company started "with only a blender and a dream," while Google, Clif Bar, HP, and Apple emphasize that they started in garages.

"Underdog brand biographies contain two important narrative components: a disadvantaged position versus an adversary and passion and determination to beat the odds," the authors write.

The authors found that consumers identify with underdog stories because most people have felt disadvantaged at one time or another. In a series of four experiments, the researchers found that consumers identify with underdog brands and are more likely to purchase them. They also confirmed that brand biographies that contain both external disadvantage and passion and determination generate the strongest purchase interest.

According to the authors, both Singaporean and American participants preferred underdog brands, but Americans were even more drawn to the come-from-behind stories. "The American Dream, the fabled American myth, is built on the stories of underdogs who came to the United States with virtually nothing and pulled themselves up from their bootstraps to achieve success," the authors write.

The study participants were given a choice of a chocolate bar as compensation for being in the study. They chose the underdog brand 71 percent of the time.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Neeru Paharia, Anat Keinan, Jill Avery, and Juliet B. Schor. The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography. ournal of Consumer Research, February 2011

Cite This Page:

University of Chicago Press Journals. "Consumers love underdogs." ScienceDaily. ScienceDaily, 21 July 2010. <www.sciencedaily.com/releases/2010/07/100720123710.htm>.
University of Chicago Press Journals. (2010, July 21). Consumers love underdogs. ScienceDaily. Retrieved November 28, 2014 from www.sciencedaily.com/releases/2010/07/100720123710.htm
University of Chicago Press Journals. "Consumers love underdogs." ScienceDaily. www.sciencedaily.com/releases/2010/07/100720123710.htm (accessed November 28, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, November 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are Female Bosses More Likely To Be Depressed?

Are Female Bosses More Likely To Be Depressed?

Newsy (Nov. 24, 2014) — A new study links greater authority with increased depressive symptoms among women in the workplace. Video provided by Newsy
Powered by NewsLook.com
Winter Can Cause Depression — Here's How To Combat It

Winter Can Cause Depression — Here's How To Combat It

Newsy (Nov. 23, 2014) — Millions of American suffer from seasonal depression every year. It can lead to adverse health effects, but there are ways to ease symptoms. Video provided by Newsy
Powered by NewsLook.com
Could Your Genes Be The Reason You're Single?

Could Your Genes Be The Reason You're Single?

Newsy (Nov. 21, 2014) — Researchers in Beijing discovered a gene called 5-HTA1, and carriers are reportedly 20 percent more likely to be single. Video provided by Newsy
Powered by NewsLook.com
Milestone Birthdays Can Bring Existential Crisis, Study Says

Milestone Birthdays Can Bring Existential Crisis, Study Says

Newsy (Nov. 21, 2014) — Researchers find that as people approach new decades in their lives they make bigger life decisions. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins