The underdog effect: The marketing of disadvantage and determination through brand biography
Paharia, Keinan, Avery and Schor, Journal of Consumer Research 37(5), 2011. Introduces the underdog brand biography with two dimensions, external disadvantage and passion and determination. Four studies: raised purchase intentions, real choice and loyalty; worked through identification; stronger among people who see themselves as underdogs, when buying for others, and in cultures where underdog narratives are part of national identity. Reading depth: abstract.
Paharia, Keinan, Avery and Schor, Journal of Consumer Research 37(5), 2011. Introduces the underdog brand biography with two dimensions, external disadvantage and passion and determination. Four studies: raised purchase intentions, real choice and loyalty; worked through identification; stronger among people who see themselves as underdogs, when buying for others, and in cultures where underdog narratives are part of national identity. Reading depth: abstract.
Written from the abstract.
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Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of disadvantage and determination through brand biography. Journal of Consumer Research, 37(5), 775-790. doi:10.1086/656219 https://doi.org/10.1086/656219